Comparing Facebook as an interactive communication tool for companies in LatAm and worldwide
Social networks have changed the communication rules between companies and their stakeholders. Facebook became an important tool of communication strategies to promote interaction and dialogue. The objective of this study is to analyze how companies in LatAm and worldwide are managing the interactio...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad de Navarra
2020-06-01
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| Series: | Communication & Society (Formerly Comunicación y Sociedad) |
| Subjects: | |
| Online Access: | https://revistas.unav.edu/index.php/communication-and-society/article/view/37728 |
| _version_ | 1818392974648672256 |
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| author | Paul Capriotti Ileana Zeler |
| author_facet | Paul Capriotti Ileana Zeler |
| author_sort | Paul Capriotti |
| collection | DOAJ |
| description | Social networks have changed the communication rules between companies and their stakeholders. Facebook became an important tool of communication strategies to promote interaction and dialogue. The objective of this study is to analyze how companies in LatAm and worldwide are managing the interaction with their stakeholders on Facebook. For this paper, 159 corporate profiles and 32,760 posts were analyzed through the methodology of content analysis. The categories selected were communication approach, communication resources, interaction level, and interaction rate. Results illustrate that the communication of companies in LatAm and worldwide mainly involves an informative approach on Facebook. The content disseminated by companies is not promoting interaction with the stakeholders. In contrast, companies are managed in a unidirectional way, meaning that it is not managed to establish and strengthen relationships, but rather to get visibility. |
| first_indexed | 2024-12-14T05:37:57Z |
| format | Article |
| id | doaj.art-e56197c65b064a3c9b5cf2f79bb0e482 |
| institution | Directory Open Access Journal |
| issn | 2386-7876 |
| language | English |
| last_indexed | 2024-12-14T05:37:57Z |
| publishDate | 2020-06-01 |
| publisher | Universidad de Navarra |
| record_format | Article |
| series | Communication & Society (Formerly Comunicación y Sociedad) |
| spelling | doaj.art-e56197c65b064a3c9b5cf2f79bb0e4822022-12-21T23:15:07ZengUniversidad de NavarraCommunication & Society (Formerly Comunicación y Sociedad)2386-78762020-06-0133310.15581/003.33.3.119-136Comparing Facebook as an interactive communication tool for companies in LatAm and worldwidePaul Capriotti0Ileana Zeler1Universitat Rovira i VirgiliUniversitat Rovira i VirgiliSocial networks have changed the communication rules between companies and their stakeholders. Facebook became an important tool of communication strategies to promote interaction and dialogue. The objective of this study is to analyze how companies in LatAm and worldwide are managing the interaction with their stakeholders on Facebook. For this paper, 159 corporate profiles and 32,760 posts were analyzed through the methodology of content analysis. The categories selected were communication approach, communication resources, interaction level, and interaction rate. Results illustrate that the communication of companies in LatAm and worldwide mainly involves an informative approach on Facebook. The content disseminated by companies is not promoting interaction with the stakeholders. In contrast, companies are managed in a unidirectional way, meaning that it is not managed to establish and strengthen relationships, but rather to get visibility.https://revistas.unav.edu/index.php/communication-and-society/article/view/37728Communication managementcorporate communicationstrategic communicationsocial mediaFacebookinteraction |
| spellingShingle | Paul Capriotti Ileana Zeler Comparing Facebook as an interactive communication tool for companies in LatAm and worldwide Communication & Society (Formerly Comunicación y Sociedad) Communication management corporate communication strategic communication social media interaction |
| title | Comparing Facebook as an interactive communication tool for companies in LatAm and worldwide |
| title_full | Comparing Facebook as an interactive communication tool for companies in LatAm and worldwide |
| title_fullStr | Comparing Facebook as an interactive communication tool for companies in LatAm and worldwide |
| title_full_unstemmed | Comparing Facebook as an interactive communication tool for companies in LatAm and worldwide |
| title_short | Comparing Facebook as an interactive communication tool for companies in LatAm and worldwide |
| title_sort | comparing facebook as an interactive communication tool for companies in latam and worldwide |
| topic | Communication management corporate communication strategic communication social media interaction |
| url | https://revistas.unav.edu/index.php/communication-and-society/article/view/37728 |
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