Las editoriales españolas en las redes sociales: presencia, actividad y compromiso

• Autores: Marta Magadán Díaz, Jesús Israel Rivas García
• Localización: Revista de comunicación, ISSN 1684-0933, ISSN-e 2227-1465, Vol. 19, Nº. 1, 2020, págs. 149-170
• Idioma: español
• DOI: 10.26441/RC19.1-2020-A9
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 3 Citas
• Resumen
  • español

    Esta investigación tiene como objetivo general abordar el modo en que las veinticinco primeras editoriales españolas en publicación de literatura gestionan sus redes sociales. Para ello, por medio del modelo PRGS, se analiza el peso de las principales redes sociales (Facebook, Twitter e Instagram) en la estrategia de marketing digital de las empresas editoriales españolas desde una triple dimensión: a) la atracción de usuarios, b) la generación de contenidos, y c) el compromiso de los usuarios con la marca. Del estudio realizado sobre las editoriales españolas se concluye que Facebook es la que más fans genera, frente a Twitter e Instagram. Sin embargo, Twitter es la red más aprovechada para generar contenidos. Finalmente, en lo tocante al compromiso, los resultados apuntan a Instagram como la red donde se obtienen mejores resultados.

  • English

    The general goal of this research is to address the way in which the twenty-five first Span-ish publishers in literature publication manage their social networks. For this, through the PRGS model, the weight of the main social networks (Facebook, Twitter and Instagram) in the digital marketing strate-gy of these Spanish publishing companies is analysed from a triple dimension: a) the attraction of users, b) content generation, and c) users’ engagement to the brand. The study conducted on these twenty-five Spanish publishers concludes that Facebook is the one that generates the most fans, compared to Twit-ter and Instagram. Nonetheless, Twitter is the network most used to generate content. Finally, in terms of engagement, the results point out Instagram as the network where better results are obtained.

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