Autor según el artículo: Capriotti, Paul; Zeler, Ileana; Oliveira, Andrea;
Departamento: Estudis de Comunicació
Autor/es de la URV: Capriotti Peri, Vicente-Paul
Palabras clave: World Strategies Social networks Responsiveness Public-relations Nonprofit organizations Level Interactivity Interaction Facebook Engagement Dialogue Dialogic communication Csr Corporate communication Conversation Communication
Resumen: 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.
Áreas temáticas: Organizational behavior and human resource management Industrial relations Ciencias sociales Business
Acceso a la licencia de uso: https://creativecommons.org/licenses/by/3.0/es/
Direcció de correo del autor: paul.capriotti@urv.cat
Identificador del autor: 0000-0002-9398-5886
Fecha de alta del registro: 2023-02-26
Versión del articulo depositado: info:eu-repo/semantics/publishedVersion
Enlace a la fuente original: https://www.emerald.com/insight/content/doi/10.1108/CCIJ-10-2020-0149/full/html
URL Documento de licencia: http://repositori.urv.cat/ca/proteccio-de-dades/
Referencia al articulo segun fuente origial: Corporate Communications. 26 (5): 16-30
Referencia de l'ítem segons les normes 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
DOI del artículo: 10.1108/CCIJ-10-2020-0149
Entidad: Universitat Rovira i Virgili
Año de publicación de la revista: 2021
Tipo de publicación: Journal Publications
Repositori URV