Comunicación corporativa y branded content en Facebook

Un estudio de las cuentas oficiales de las universidades peruanas

Bibliographic Data

ID21186230
AuthorsTomás Atarama-Rojas (0000-0002-4430-3391, University of Piura), Diego Vega-Foelsche (0000-0002-9166-5053, University of Piura)
Year2020
Volume19
Issue1
Pages37-53
Publication date2020-03-10
Open AccessYes
TypeARTICLE
VenueRevista de Comunicacion (JOURNAL)
Journal identifiersISSN: 1684-0933 • E-ISSN: 2227-1465
PublisherUniversidad de Piura (PUBLISHER)
DOI10.26441/rc19.1-2020-a3
OpenAlexW3012030029
LanguageES
Citations received5
References cited7

This research explores the use of Facebook as a corporate communications channel of Peruvian universities. The study aims to find out which communication elements generate the greatest interaction. To this end, content analysis is carried out, which allows to detect communicative actions, formats, themes and emotional links that lead to greater participation of audiences in this social network. This methodology is complemented by a qualitative analysis of the most relevant posts. Results show that content valued most by the public seeks to educate and inspire with the results of research and scientific innovation and through audiovisual formats, appealing to a sense of pride of the community

Art · Geography · Humanities · Political science · Advertising and Communication Studies · Communication and COVID-19 Impact · Digital Marketing and Social Media

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