Análisis empírico del uso de twitter por parte de las principales empresas Andaluzas / Empirical analysis of the use of twitter by the main Andalusian companies

David Perea El Khalifi, Ana Isabel Cárdenas Rodríguez

Resumo


Este estudio proporciona una visión de la forma en que las principales empresas de Andalucía utilizan Twitter como herramienta de comunicación para interactuar con sus stakeholders. Se ha examinado una muestra de 24 compañías, obteniendo como resultado que la mayoría de ellas mantiene una cuenta corporativa oficial en Twitter. También se encontró que existe relación negativa entre el compromiso de los stakeholders y la actividad de la empresa en la red social, y de igual modo entre el compromiso de los stakeholders y la audiencia. Respecto a los medios y los contenidos de los tweets son las imágenes/videos y el marketing, los que generan mayor compromiso de los stakeholders, respectivamente.


Palavras-chave


Redes Sociales, Twitter, Compromiso, Stakeholders, Empresas.

Texto completo:

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Referências


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DOI: https://doi.org/10.34140/bjbv3n1-006

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