Análisis bibliométrico de estudios sobre la estrategia de contenidos de marca en los medios sociales

• Cuevas-Molano, Elena ^[1] ; Sánchez Cid, Manuel ^[1] ; Matosas-López, Luis ^[1]
  1. [1] Universidad Rey Juan Carlos

     Universidad Rey Juan Carlos

     Madrid, España

     
• Localización: Comunicación y sociedad, ISSN 2448-9042, ISSN-e 0188-252X, Nº. 16, 2019
• Idioma: español
• DOI: 10.32870/cys.v2019i0.7441
• Títulos paralelos:
  • Bibliometric analysis of studies of brand content strategy within social media
• Enlaces
  • Texto completo  1    2  
• Dialnet Métricas: 13 Citas
• Resumen
  • español

    Se analizan 106 estudios científicos, extraídos de Web of Science (WoS), sobre la estrategia de contenidos de marca en los medios sociales con el propósito de examinar el estado, la evolución y los diseños metodológicos del ámbito. Para ello se realiza un análisis bibliométrico cuantitativo y descriptivo. Los principales hallazgos son los indicios de madurez científica, como demuestran el predominio de estudios empíricos, la diversidad de actores, unidades de análisis y métodos de investigación, que facilitan nuevas vías de investigación en el área de la comunicación organizacional en entornos digitales.

  • English

    106 scientific studies, extracted from Web of Science (WoS), regarding brand content strategy within social media were assessed through a quantitative and descriptive bibliometric analysis. The aim is to examine the state, evolution and research designs of this topic. The results reveal findings on the signs of methodological diversity and maturity in this area, expressed through the predominance of empirical works, diversity of actors, methodological designs and analysis units that will enhance new research opportunities in the area of digital communication in digital environments.

• Referencias bibliográficas
  • Berthon, P., Pitt, L. F. & Watson, R. T. (1996). The World Wide Web as an advertising medium. Journal of Advertising Research, 36(1),...
  • Biloš, A. & Kelić, I. (2012). Marketing aspects of social networks. Economic Research-Ekonomska Istraživanja, 2, 155-174. DOI: https://doi.org/10.1080/1331677X.2012.11517580
  • boyd, d. m. & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer‐Mediated Communication,...
  • Bryant, J. & Miron, D. (2004). Theory and research in mass communication. Journal of Communication, 54(4), 662-704. DOI: https://doi.org/10.1111/j.1460-2466.2004.tb02650.x
  • Castillo, A. & Carretón, M. (2010). Research in communication. Bibliometric study in journals of communication in Spain. Comunicacion...
  • Constantinides, E. (2014). Foundations of social media marketing. Procedia - Social and Behavioral Sciences, 148, 40-57. DOI: https://doi.org/10.1016/j.sbspro.2014.07.016
  • Constantinides, E., & Fountain, S. J. (2008). Web 2.0: Conceptual foundations and marketing issues. Journal of Direct, Data and Digital...
  • Cea D'ancona, M. A. (1999). Metodología cuantitativa: estrategias y técnicas de investigación social. Madrid: Síntesis.
  • Donath, J. & boyd, d. (2004). Public displays of connection. BT Technology Journal, 22(4), 71-82. DOI: https://doi.org/10.1023/b:bttj.0000047585.06264.cc
  • Garfield, E. (1972). Citation analysis as a tool in journal evaluation. Science, 178(4070), 471-479. DOI: https://doi.org/10.1126/science.178.4060.471
  • Godin, S. (2007). Meatball sundae: Is your marketing out of sync? Londres: Penguin Books Ltd.
  • Hollebeek, L. D., Glynn, M. S. & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development...
  • Inzelt, A., Schubert, A. & Schubert, M. (2009). Incremental citation impact due to international co-authorship in Hungarian higher education...
  • Kaplan, A. M. & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1),...
  • Katz, E., Haas, H. & Gurevitch, M. (1973). On the use of the mass media for important things. American Sociological Review, 38(2), 164-181....
  • Manning, L. M. & Barrette, J. (2005). Research performance management in academe. Canadian Journal of Administrative Sciences, 22, 273-287....
  • Merton, R. K. (1973). The sociology of science: Theoretical and empirical investigations. Chicago: University of Chicago Press.
  • Neufeld, D., Fang, Y. & Huff, S. (2007). The IS identity crisis. Communications of the Association for Information Systems, 19(19), 447-465....
  • O'Reilly, T. (10 de diciembre de 2006). Web 2.0 compact definition: Trying again. Radar. Recuperado de http://radar.oreilly.com/2006/12/web-20-compact-definition-tryi.html
  • Pritchard, A. (1969). Statistical bibliography or bibliometrics? Journal of Documentation, 24, 348-349.
  • Price, D. J. D. (1963). Big science, little science. New York: Columbia University Press.
  • Ponce, I. (2012). Monográfíco: Redes sociales. Observatorio tecnológico. Madrid: Ministerio de Educación, Cultura y Deporte. Recuperado de...
  • Porter, C. E. & Donthu, N. (2008). Cultivating trust and harvesting value in virtual communities. Management Science, 54(1), 113-128....
  • Rogel-Salazar, R., Santiago-Bautista, I. & Martínez-Domínguez, N. (2017). Revistas científicas latinoamericanas de Comunicación indizadas...
  • Rubin, A. M. (1994). Media uses and effects: A uses-and-gratifications perspective. En J. Bryant & D. Zillmann (Ed.), Media effects: Advances...
  • Ruggiero, T. E. (2000). Uses and gratifications theory in the 21st century. Mass Communication y Society, 3(1), 3-37. DOI: https://doi.org/10.1207/S15327825MCS0301_02
  • Serenko, A. & Bontis, N. (2004). Meta-analysis of knowledge management and intellectual capital literature: Citation impact and research...
  • Urrútia, G. & Bonfill, X. (2010). Declaración PRISMA: una propuesta para mejorar la publicación de revisiones sistemáticas y metaanálisis....
  • van Osch, W., &, Coursaris, C. K. (2014). Social media research: An assessment of the domain's productivity and intellectual evolution....