Articles producció científica> Estudis de Comunicació

Comparing facebook as an interactive communication tool for companies in LatAm and worldwide

  • Identification data

    Identifier: imarina:6406134
    Handle: http://hdl.handle.net/20.500.11797/imarina6406134
  • Authors:

    Capriotti P
    Zeler I
  • Others:

    Author, as appears in the article.: Capriotti P; Zeler I
    Department: Estudis de Comunicació
    URV's Author/s: Capriotti Peri, Vicente-Paul
    Keywords: Strategies Strategic communication Social media use Social media Public-relations Practitioners Perceptions Opportunities Nonprofit organizations Internet Interaction Facebook Engagement Dialogic communication Corporate communication Communication management
    Abstract: © 2020 Communication & Society. Social networks have changed the communication rules between companies and their stakeholders. Facebook became an important tool of communication strategies to promote interaction and dialogue. The objective of this study is to analyze how companies in LatAm and worldwide are managing the interaction with their stakeholders on Facebook. For this paper, 159 corporate profiles and 32,760 posts were analyzed through the methodology of content analysis. The categories selected were communication approach, communication resources, interaction level, and interaction rate. Results illustrate that the communication of companies in LatAm and worldwide mainly involves an informative approach on Facebook. The content disseminated by companies is not promoting interaction with the stakeholders. In contrast, companies are managed in a unidirectional way, meaning that it is not managed to establish and strengthen relationships, but rather to get visibility.
    Thematic Areas: Media studies and communication Información y documentación Cultural studies Comunicación Comunicació i informació Comunicação e informação Communication Ciencias sociales Ciências sociais aplicadas i
    licence for use: https://creativecommons.org/licenses/by/3.0/es/
    Author's mail: paul.capriotti@urv.cat
    Author identifier: 0000-0002-9398-5886
    Record's date: 2023-08-05
    Papper version: info:eu-repo/semantics/publishedVersion
    Link to the original source: https://revistas.unav.edu/index.php/communication-and-society/article/view/37728
    Licence document URL: http://repositori.urv.cat/ca/proteccio-de-dades/
    Papper original source: Comunicacion Y Sociedad. 33 (3): 119-136
    APA: Capriotti P; Zeler I (2020). Comparing facebook as an interactive communication tool for companies in LatAm and worldwide. Comunicacion Y Sociedad, 33(3), 119-136. DOI: 10.15581/003.33.3.119-136
    Article's DOI: 10.15581/003.33.3.119-136
    Entity: Universitat Rovira i Virgili
    Journal publication year: 2020
    Publication Type: Journal Publications
  • Keywords:

    Communication,Cultural Studies
    Strategies
    Strategic communication
    Social media use
    Social media
    Public-relations
    Practitioners
    Perceptions
    Opportunities
    Nonprofit organizations
    Internet
    Interaction
    Facebook
    Engagement
    Dialogic communication
    Corporate communication
    Communication management
    Media studies and communication
    Información y documentación
    Cultural studies
    Comunicación
    Comunicació i informació
    Comunicação e informação
    Communication
    Ciencias sociales
    Ciências sociais aplicadas i
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