Variables de la actividad de una marca en Twitter que influyen en el comportamiento de difusión de contenido de marca en su audiencia

• Luis Matosas López ^[1]
  1. [1] Universidad Rey Juan Carlos

     Universidad Rey Juan Carlos

     Madrid, España

     
• Localización: Esic market, ISSN 0212-1867, Nº 161, 2018, págs. 455-499
• Idioma: español
• DOI: 10.7200/esicm.161.0491
• Títulos paralelos:
  • Variables of Twitter´s brand activity that influence audience spreading behaviour of branded content
• Enlaces
  • Texto completo  1 (pdf)   2 (pdf) 
• Dialnet Métricas: 4 Citas
• Resumen
  • español

    Este trabajo investiga el comportamiento de difusión de contenido de marca dentro de una comunidad online. Un total de 41.392 piezas de contenido fueron recogidas durante un año para analizar la actividad de 45 marcas de la industria alimentaria española en Twitter. El estudio utiliza un Análisis Factorial Exploratorio (AFE) para mostrar la estructura factorial subyacente en ese comportamiento de difusión, revelando dos constructos: propagar y compartir. Además, se realiza un análisis de regresión múltiple para identificar la influencia de las variables independientes controladas por la empresa, que permiten predecir esa difusión de contenido en el modelo estructural propuesto. Los hallazgos indican que variables tales como las menciones usadas por la marca, el momento de publicación o el volumen de tweets tienen una influencia significativa a la hora de predecir el comportamiento de difusión en la audiencia. Asimismo, los resultados sugieren que el uso que la marca hace de la funcionalidad del retuit genera una influencia negativa en la respuesta de la audiencia. La investigación innova analizando también el impacto de las expresiones de sentimiento utilizadas por la marca en el mencionado comportamiento de difusión

  • English

    This paper investigates spreading behavior of branded content, within an online brand community. A total of 41.392 pieces of content were gathered to analyze the activity of 45 Twitter brands, in the Spanish food industry, during one-year period. The study uses an Exploratory Factor Analysis (EFA) to reveal the structure of that spreading behavior, addressing two key constructs: propagation and sharing. In addition, multiple regression analysis is conducted to identity the influence of the independent variables controlled by the company, which predict that spreading action on the proposed structural model. Findings indicate the significant effect of variables such as: mentions made by the brand, posting time or volume of tweets, in predicting audience spreading behavior. Controversially, results suggest that brand use of the retweet function generates a negative influence on audience response. The research also innovates exploring the impact of sentiment expressions used by the brand on audience spreading behavior.

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