Beyond like, share, and comment: Cape Verde Armed Forces performance on Facebook

• Javier Martínez-Ortiz ^[1] ; Alvaro Elgueta-Ruiz ^[2] ; Nádia Fortes ^[2]
  1. [1] Universidad Católica de la Santísima Concepción

     Universidad Católica de la Santísima Concepción

     Comuna de Concepción, Chile

     
  2. [2] Universidad de Cabo Verde
• Localización: Revista Internacional de Relaciones Públicas, ISSN-e 2174-3681, Vol. 15, Nº. 29, 2025 (Ejemplar dedicado a: Investigando sobre Relaciones Públicas), págs. 155-172
• Idioma: inglés
• DOI: 10.5783/revrrpp.v15i29.902
• Enlaces
  • Texto completo (pdf)
• Resumen

  • El presente artículo examina las estrategias de comunicación utilizadas por las Fuerzas Armadas de Cabo Verde (FACV) en su página de Facebook, con el objetivo de comprender su impacto en la opinión pública y la construcción de legitimidad institucional. A través de un enfoque metodológico mixto, se analizaron 129 publicaciones realizadas entre abril y octubre de 2023, combinando análisis cuantitativo de interacciones (13.000 reacciones, 3.000 comentarios) con un análisis cualitativo temático de contenido. Los resultados muestran que las publicaciones relacionadas con acontecimientos trágicos generan mayores niveles de interacción, mientras que los contenidos de alistamiento y comunicación institucional tienen una respuesta más moderada. Las implicaciones del estudio sugieren la necesidad de una gestión estratégica de las redes sociales institucionales, priorizando la planificación editorial y el alineamiento del contenido con los objetivos comunicacionales de la institución.

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