Exploring What Audience Engagement Means for Media Companies

Mercedes Medina; Idoia  Portilla; Tatiana  Pereira

doi:10.26441/RC22.2-2023-3159

Autores/as

Mercedes Medina Universidad de Navarra https://orcid.org/0000-0003-1754-6811
Idoia Portilla Universidad de Navarra https://orcid.org/0000-0002-2504-868X
Tatiana Pereira Universidad de Navarra https://orcid.org/0000-0003-4238-5300

DOI:

https://doi.org/10.26441/RC22.2-2023-3159

Palabras clave:

audience engagement, medios digitales, métricas de engagement, producción de contenidos

Resumen

En los últimos tiempos, la investigación y la industria han puesto un énfasis especial en el concepto de engagement y la literatura académica al respecto es extensa. A pesar de que la lealtad y el compromiso son la piedra angular de los medios de comunicación, no todas las empresas han desarrollado estrategias para involucrar aún más a la audiencia en los contenidos. Para las compañías de medios contar con la participación de la audiencia plantea un doble dilema. El reto de garantizar su propuesta de valor basada en sus principios configuradores o acoger pareceres y criterios de personas ajenas a las compañías y sin cualificación. Por tanto, hace falta una reflexión para analizar en qué medida estrategias encaminadas a aumentar el engagement contribuyen a extender el valor de la marca de las empresas de comunicación. Con este dilema y tras un repaso de la literatura más reciente, elaboramos un cuestionario para conocer cómo definían y cómo medían el engagement profesionales y gestores de compañías de comunicación de sectores diferentes. Tras el estudio realizado, concluimos que para las compañías cuyo core business está vinculado al entorno digital, la cercanía con las audiencias es mayor que los medios tradicionales o aquellas compañías como las productoras audiovisuales, cuyo negocio se dirige a otras empresas en lugar del público final.

Métricas

Cargando métricas ...

Biografía del autor/a

Mercedes Medina, Universidad de Navarra

Profesora titular de la Facultad de Comunicación de la Universidad de Navarra. Actualmente es investigadora principal del proyecto “Resilient media for Democracy in the digital age” (2023-2025) ReMeD. Convocatoria Horizon-2030 de la Comisión Europea y coordinadora del Grupo de Investigación de Mercados y Empresas de Comunicación (GIMECo). Su docencia e investigación se centra en la economía de los medios, modelos de negocios y la audiencia de los medios. http://orcid.org/0000-0003-1754-6811, mmedina@unav.es

Idoia Portilla, Universidad de Navarra

Doctora en CC. Económicas y Empresariales y profesora titular en la Facultad de Comunicación de la Universidad de Navarra. Preside el Comité de Ética de Insights + Analytics España. Sus principales líneas de investigación son medición de audiencias y el impacto de internet en medios tradicionales. https://orcid.org/0000-0002-2504-868X, iportilla@unav.es

Tatiana Pereira, Universidad de Navarra

Doctora en Comunicación por la Universidad de Navarra, España. Es profesora asociada en ISSA- School of Applied Management y en la Facultad de Ciencias Económicas y Empresariales de la Universidad de Navarra. Sus principales líneas de investigación son: creación y gestión de marcas corporativas, con especial interés en la industria audiovisual, y los principales cambios en la gestión de la marca de medios. https://orcid.org/0000-0003-4238-5300, tpereira@external.unav.es

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