Spanish publishers on social networks: presence, activity and engagement
DOI:
https://doi.org/10.26441/RC19.1-2020-A9Keywords:
Social network, Facebook, Twitter, Instagram, publishing company, PRGS model, SpainAbstract
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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References
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Cvijikj, I., Spiegler, E., yMichahelles, F. (2013). Evaluation framework for social media brand presence. Social Network Analysis and Mining, 3 (4), 1325-1349. https://doi.org/10.1007/s13278-013-0131-y
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Hansson, L., Wrangmo, A., y Søilen, K. (2013). Optimal ways for companies to use Facebook as a marketing channel. Journal of Information, Communication and Ethics in Society, 11(2), 112-126. https://doi.org/10.1108/JICES-12-2012-0024
Hawkins, K., y Vel, P. (2013). Attitudinal loyalty, behavioural loyalty and social media: An introspection. The Marketing Review, 13(2), 125-141. https://doi.org/10.1362/146934713X13699019904605
He, W., Zha, S., y Li, L. (2013). Social media competitive analysis and text mining: A case study in the pizza industry. International Journal of Information Management, 3(3), 464-472. https://doi.org/10.1016/j.ijinfomgt.2013.01.001
Hennig-Thurau, T., Malthouse, E., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., y Skiera, B. (2010). The impact of new media on customer relationships. Journal of Service Research, 13(3), 311-330. https://doi.org/10.1177/1094670510375460
Herrera, L., Pérez, F., Valcarce, M., y García, J. (2019). Análisis de las redes sociales en el sector del fitness español: un estudio longitudinal. Materiales para la Historia del Deporte, (18), 122-128.
Hibbert, B. (1999). Publishing and the media industries in the digital age. Journal of Policy, Regulation and Strategy for Telecommunications, Information and Media, 1(5), 393-403. https://doi.org/10.1108/14636699910801151
Hinz, O., Skiera, B., Barrot, C., y Becker, J. (2011). Seeding strategies for viral marketing: an empirical comparison. Journal of Marketing, 75(6), 55-71.
Hudson, S., Huang, L., Roth, M., y Madden, T. (2016). The influence of social media interactions on consumer–brand relationships: a three-country study of brand perceptions and marketing behaviors. International Journal of Research in Marketing, 33(1), 27–41. https://doi.org/10.1016/j.ijresmar.2015.06.004
Huertas, A. y Marine-Roig, E. (2016). User reactions to destination brand contents in social media. Information Technology and Tourism, 15(4), 291-315. https://doi.org/10.1007/s40558-015-0045-9
Huertas, A., y Marine-Roig, E. (2016). User reactions to destination brand contents in social media. Information Technology and Tourism, 15(4), 291-315. https://doi.org/10.1007/s40558-015-0045-9
Information Resources Management Association (2018). Social media marketing: Breakthroughs in research and practice. IGI Global, Hershey, Pensilvania.
Interactive Advertising Bureau Spain (2013). I Estudio Actividad de las marcas en medios sociales. Madrid: IAB Research Spain. https://iabspain.es/investigacion/actividad-de-las-marcas-en-medios-sociales
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Jayasingh, S., y Venkatesh, R. (2015). Customer engagement factors in Facebook brand pages. Asian Social Science, 11(26), 19-29. http://dx.doi.org/10.5539/ass.v11n26p19
Kaplan, A., y Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
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Kohli, C, Suri, R., y Kapoor, A. (2015). Will social media kill branding? Bus Horizons. 58(1), 35–44. https://doi.org/10.1016/j.bushor.2014.08.004
Kwok, L., y Yu, B. (2013). Spreading Social Media Messages on Facebook An Analysis of Restaurant Business-to-Consumer Communications. Cornell Hospitality Quarterly, 54(1), 84-94. https://doi.org/10.1177/1938965512458360
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Magadán, M. y Rivas, J. (2019). Adaptación de la industria del libro en España al cambio tecnológico: pasado, presente y futuro de la digitalización. Información, Cultura y Sociedad, (40), 31-52. https://doi.org/10.34096/ics.i40.4996
Magadán, M., y Rivas, J. (2018). Digitization and business models in the spanish publishing industry. Publishing Research Quarterly, 34(3), 333-346. http://doi.org/10.1007/s12109-018-9593-0.
Mandelli, A., y Cantoni, L. (2010). Impacto de los medios sociales en la reputación corporativa: propuesta de un nuevo acercamiento metodológico. Cuadernos.Info, (27), 61-74. https://doi.org/10.7764/cdi.27.23
Mangold, G., y Faulds, D. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365. https://doi.org/10.1016/j.bushor.2009.03.002
Martin, B., y Tian, X. (2016). Books, bytes and business: the promise of digital publishing. New York: Routledge.
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