Spanish publishers on social networks: presence, activity and engagement

Authors

DOI:

https://doi.org/10.26441/RC19.1-2020-A9

Keywords:

Social network, Facebook, Twitter, Instagram, publishing company, PRGS model, Spain

Abstract

The general goal of this research is to address the way in which the twenty-five first Spanish publishers in literature publication manage their social networks. For this, through the PRGS model, the weight of the main social networks (Facebook, Twitter and Instagram) in the digital marketing strategy of these Spanish publishing companies is analysed from a triple dimension: a) the attraction of users, b) content generation, and c) users' engagement to the brand. The study conducted on these twenty-five Spanish publishers concludes that Facebook is the one that generates the most fans, compared to Twitter and Instagram. Nonetheless, Twitter is the network most used to generate content. Finally, in terms of engagement, the results point out Instagram as the network where better results are obtained

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Author Biographies

Marta Magadán-Díaz, Universidad Internacional de la Rioja

Doctora en Administración de Empresas por la Universidad de Oviedo, profesora de la Universidad Internacional de la Rioja y CEO en la industria editorial; dirige Las Tertulias del Campoamor de la Fundación Municipal de Cultura del Ayuntamiento de Oviedo. Fue presidenta del Gremio de Editores de Asturias y formó parte de la junta directiva de la Federación de Gremio de Editores de España

Jesús Rivas-García, Universidad Internacional de La Rioja

Doctor en Economía por la Universidad de Oviedo y profesor de la Universidad Internacional de la Rioja. Director del Máster Universitario en Dirección de Operaciones y Calidad en la misma universidad. Fue profesor en la Universidad de Oviedo y profesor visitante en las universidades de Guadalajara y Colima. Desarrolló labores de asesoramiento y consultoría estratégica para empresas e instituciones públicas

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Published

10/03/2020

How to Cite

Magadán-Díaz, M., & Rivas-García, J. (2020). Spanish publishers on social networks: presence, activity and engagement. Revista De Comunicación, 19(1), 149–170. https://doi.org/10.26441/RC19.1-2020-A9

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Papers