Las editoriales españolas en las redes sociales: presencia, actividad y compromiso
DOI:
https://doi.org/10.26441/RC19.1-2020-A9Palabras clave:
red social, Facebook, Twitter, Instagram, editorial, modelo PRGS, EspañaResumen
Esta investigación tiene como objetivo general abordar el modo en que las veinticinco primeras editoriales españolas en publicación de literatura gestionan sus redes sociales. Para ello, por medio del modelo PRGS, se analiza el peso de las principales redes sociales (Facebook, Twitter e Instagram) en la estrategia de marketing digital de las empresas editoriales españolas desde una triple dimensión: a) la atracción de usuarios, b) la generación de contenidos, y c) el compromiso de los usuarios con la marca. Del estudio realizado sobre las editoriales españolas se concluye que Facebook es la que más fans genera, frente a Twitter e Instagram. Sin embargo, Twitter es la red más aprovechada para generar contenidos. Finalmente, en lo tocante al compromiso, los resultados apuntan a Instagram como la red donde se obtienen mejores resultados.
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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
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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
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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
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