Audiovisual language in digital culture: Enchufe.tv and engagement strategies

Organizations have found a way to reach their target audience through social media. However, not all of them have been able to implement an effective communication strategy. For a case-study, Enchufe.tv was chosen to analyze the content on its ‘Like’ page and determine whether the disseminated infor...

Descrición completa

Gardado en:
Detalles Bibliográficos
Autor Principal: Chamorro Flores, Diana (author)
Formato: article
Idioma:spa
Publicado: 2020
Subjects:
Acceso en liña:https://revistas.uasb.edu.ec/index.php/uru/article/view/1490
Tags: Engadir etiqueta
Sen Etiquetas, Sexa o primeiro en etiquetar este rexistro!
Descripción
Summary:Organizations have found a way to reach their target audience through social media. However, not all of them have been able to implement an effective communication strategy. For a case-study, Enchufe.tv was chosen to analyze the content on its ‘Like’ page and determine whether the disseminated information is creating engagement and gaining loyalty of the users. To achieve this, textual and visual contents of the posts that were published during 2015 were investigated and a study of interactivity was carried out. Surveys and interviews were also carried out to get a feedback from their fans on the content and performace of the ‘Like’ page