Las editoriales españolas en las redes sociales

Presencia, actividad y compromiso

Bibliographic Data

ID21185967
AuthorsMarta Magadán-Díaz (0000-0003-3178-3215, Universidad Internacional De La Rioja), Jesús I Rivas-García (0000-0003-0576-5961, Universidad Internacional De La Rioja)
Year2020
Volume19
Issue1
Pages149-170
Publication date2020-03-10
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueRevista de Comunicacion (JOURNAL)
Journal identifiersISSN: 1684-0933 • E-ISSN: 2227-1465
PublisherUniversidad de Piura (PUBLISHER)
DOI10.26441/rc19.1-2020-a9
OpenAlexW3012132535
LanguageES
Citations received3
References cited20

The general goal of this research is to address the way in which the twenty-five first Spanish 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 strategy 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 Twitter 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

Art · Humanities · Political science · Communication and COVID-19 Impact · Digital Marketing and Social Media · Impact of Technology on Adolescents

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