Articles producció científica> Estudis de Comunicació

Assessing dialogic features of corporate pages on Facebook in Latin American companies

  • Identification data

    Identifier: imarina:9216306
    Authors:
    Capriotti, PaulZeler, IleanaOliveira, Andrea
    Abstract:
    Purpose This study aims to analyze whether companies from six Latin American countries are encouraging dialogic communication on Facebook. Design/methodology/approach To do so, the paper studied the level of predisposition for interaction and the type of interaction achieved by companies on Facebook to produce an effective dialogic communication exchange and to generate conversation through different types of communication exchange between organizations and users. This research includes a specific analysis of the active presence, interactive attitude, interactive resources, responsiveness and conversation of 29,078 posts on 135 corporate fanpages of companies from six Latin American countries. Findings The results show that companies have a low interest in managing communication from a dialogic perspective on the social network, not only because a greater predisposition to interaction is needed, but also because the interaction generated is very low. Therefore, the paper identifies the need to review the communication strategy on social networks and to define a strategy aligned to the dialogic nature of the social network. Originality/value This research contributes to broadening the conceptual reflection on the evaluation of the dialogue in the digital context and aims to generate new methodological contributions to the evaluation of dialogic communication in an integrated way.
  • Others:

    Author, as appears in the article.: Capriotti, Paul; Zeler, Ileana; Oliveira, Andrea;
    Department: Estudis de Comunicació
    URV's Author/s: Capriotti Peri, Vicente-Paul
    Keywords: World Strategies Social networks Responsiveness Public-relations Nonprofit organizations Level Interactivity Interaction Facebook Engagement Dialogue Dialogic communication Csr Corporate communication Conversation Communication
    Abstract: Purpose This study aims to analyze whether companies from six Latin American countries are encouraging dialogic communication on Facebook. Design/methodology/approach To do so, the paper studied the level of predisposition for interaction and the type of interaction achieved by companies on Facebook to produce an effective dialogic communication exchange and to generate conversation through different types of communication exchange between organizations and users. This research includes a specific analysis of the active presence, interactive attitude, interactive resources, responsiveness and conversation of 29,078 posts on 135 corporate fanpages of companies from six Latin American countries. Findings The results show that companies have a low interest in managing communication from a dialogic perspective on the social network, not only because a greater predisposition to interaction is needed, but also because the interaction generated is very low. Therefore, the paper identifies the need to review the communication strategy on social networks and to define a strategy aligned to the dialogic nature of the social network. Originality/value This research contributes to broadening the conceptual reflection on the evaluation of the dialogue in the digital context and aims to generate new methodological contributions to the evaluation of dialogic communication in an integrated way.
    Thematic Areas: Organizational behavior and human resource management Industrial relations Ciencias sociales Business
    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: 2024-07-27
    Papper version: info:eu-repo/semantics/publishedVersion
    Link to the original source: https://www.emerald.com/insight/content/doi/10.1108/CCIJ-10-2020-0149/full/html
    Licence document URL: https://repositori.urv.cat/ca/proteccio-de-dades/
    Papper original source: Corporate Communications. 26 (5): 16-30
    APA: Capriotti, Paul; Zeler, Ileana; Oliveira, Andrea; (2021). Assessing dialogic features of corporate pages on Facebook in Latin American companies. Corporate Communications, 26(5), 16-30. DOI: 10.1108/CCIJ-10-2020-0149
    Article's DOI: 10.1108/CCIJ-10-2020-0149
    Entity: Universitat Rovira i Virgili
    Journal publication year: 2021
    Publication Type: Journal Publications
  • Keywords:

    Business,Industrial Relations,Organizational Behavior and Human Resource Management
    World
    Strategies
    Social networks
    Responsiveness
    Public-relations
    Nonprofit organizations
    Level
    Interactivity
    Interaction
    Facebook
    Engagement
    Dialogue
    Dialogic communication
    Csr
    Corporate communication
    Conversation
    Communication
    Organizational behavior and human resource management
    Industrial relations
    Ciencias sociales
    Business
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