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...
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| Natura: | article |
| Lingua: | spa |
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2020
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| Accesso online: | https://revistas.uasb.edu.ec/index.php/uru/article/view/1490 |
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| author | Chamorro Flores, Diana |
| author_facet | Chamorro Flores, Diana |
| author_role | author |
| collection | Revista de Comunicación y Cultura |
| dc.creator.none.fl_str_mv | Chamorro Flores, Diana |
| dc.date.none.fl_str_mv | 2020-06-29 |
| dc.format.none.fl_str_mv | application/pdf text/html |
| dc.identifier.none.fl_str_mv | https://revistas.uasb.edu.ec/index.php/uru/article/view/1490 10.32719/26312514.2020.3.6 |
| dc.language.none.fl_str_mv | spa |
| dc.publisher.none.fl_str_mv | Universidad Andina Simón Bolívar, Sede Ecuador |
| dc.relation.none.fl_str_mv | https://revistas.uasb.edu.ec/index.php/uru/article/view/1490/1299 https://revistas.uasb.edu.ec/index.php/uru/article/view/1490/1325 |
| dc.rights.none.fl_str_mv | info:eu-repo/semantics/openAccess |
| dc.source.none.fl_str_mv | Uru: Revista de Comunicación y Cultura; No. 3 (2020): Communication and digital culture; 68-83 Uru: Revista de Comunicación y Cultura; Núm. 3 (2020): Comunicación y cultura digital; 68-83 2631-2514 reponame:Revista de Comunicación y Cultura instname:Universidad Andina Simón Bolivar instacron:UASB |
| dc.subject.none.fl_str_mv | compromiso like page redes sociales engagement like page social media |
| dc.title.none.fl_str_mv | Audiovisual language in digital culture: Enchufe.tv and engagement strategies Lenguaje audiovisual en la cultura digital: Enchufe.tv y las estrategias de fidelización |
| dc.type.none.fl_str_mv | info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
| description | 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 |
| eu_rights_str_mv | openAccess |
| format | article |
| id | REVURU_8c03c5be9da8f27f4ea2ad7c94c2eddb |
| identifier_str_mv | 10.32719/26312514.2020.3.6 |
| instacron_str | UASB |
| institution | UASB |
| instname_str | Universidad Andina Simón Bolivar |
| language | spa |
| network_acronym_str | REVURU |
| network_name_str | Revista de Comunicación y Cultura |
| oai_identifier_str | oai:ojs.pkp.sfu.ca:article/1490 |
| publishDate | 2020 |
| publisher.none.fl_str_mv | Universidad Andina Simón Bolívar, Sede Ecuador |
| reponame_str | Revista de Comunicación y Cultura |
| repository.mail.fl_str_mv | |
| repository.name.fl_str_mv | Revista de Comunicación y Cultura - Universidad Andina Simón Bolivar |
| repository_id_str | 0 |
| spelling | Audiovisual language in digital culture: Enchufe.tv and engagement strategiesLenguaje audiovisual en la cultura digital: Enchufe.tv y las estrategias de fidelizaciónChamorro Flores, Dianacompromisolike pageredes socialesengagementlike pagesocial mediaOrganizations 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’ pageLas organizaciones han encontrado en las redes sociales un canal para llegar a su público objetivo. Sin embargo, no todas cuentan con una estrategia de comunicación eficiente. En el presente estudio, se escogió a Enchufe.tv para analizar los contenidos que publica en su Like page, con el fin de entender si la información que se difunde crea engagement y está logrando fidelizar a sus usuarios. Para esto, se indagó en los contenidos textuales y visuales de las publicaciones durante 2015 y se llevó a cabo un estudio de la interactividad. Se aplicó también una encuesta y entrevista para conocer en detalle qué es lo que piensan los seguidores sobre los contenidos y el desempeño de la Like page.Universidad Andina Simón Bolívar, Sede Ecuador2020-06-29info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdftext/htmlhttps://revistas.uasb.edu.ec/index.php/uru/article/view/149010.32719/26312514.2020.3.6Uru: Revista de Comunicación y Cultura; No. 3 (2020): Communication and digital culture; 68-83Uru: Revista de Comunicación y Cultura; Núm. 3 (2020): Comunicación y cultura digital; 68-832631-2514reponame:Revista de Comunicación y Culturainstname:Universidad Andina Simón Bolivarinstacron:UASBspahttps://revistas.uasb.edu.ec/index.php/uru/article/view/1490/1299https://revistas.uasb.edu.ec/index.php/uru/article/view/1490/1325info:eu-repo/semantics/openAccess2020-07-29T20:01:51Zoai:ojs.pkp.sfu.ca:article/1490Portal de revistashttps://revistas.uasb.edu.ec/index.php/uruInstitución privadahttp://www.uasb.edu.ec/https://revistas.uasb.edu.ec/index.php/uru/oaiEcuador2631-25142631-2514opendoar:02020-07-29T20:01:51falsePortal de revistashttps://revistas.uasb.edu.ec/index.php/uruInstitución privadahttp://www.uasb.edu.ec/https://revistas.uasb.edu.ec/index.php/uru/oaiEcuador2631-25142631-2514opendoar:02020-07-29T20:01:51Revista de Comunicación y Cultura - Universidad Andina Simón Bolivarfalse |
| spellingShingle | Audiovisual language in digital culture: Enchufe.tv and engagement strategies Chamorro Flores, Diana compromiso like page redes sociales engagement like page social media |
| status_str | publishedVersion |
| title | Audiovisual language in digital culture: Enchufe.tv and engagement strategies |
| title_full | Audiovisual language in digital culture: Enchufe.tv and engagement strategies |
| title_fullStr | Audiovisual language in digital culture: Enchufe.tv and engagement strategies |
| title_full_unstemmed | Audiovisual language in digital culture: Enchufe.tv and engagement strategies |
| title_short | Audiovisual language in digital culture: Enchufe.tv and engagement strategies |
| title_sort | Audiovisual language in digital culture: Enchufe.tv and engagement strategies |
| topic | compromiso like page redes sociales engagement like page social media |
| url | https://revistas.uasb.edu.ec/index.php/uru/article/view/1490 |