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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Detalles Bibliográficos
Autor: Chamorro Flores, Diana
Tipo de recurso: artículo
Estado:Versión publicada
Fecha de publicación:2020
País:Ecuador
Institución:Universidad Andina Simón Bolivar
Repositorio:Revista de Comunicación y Cultura
Idioma:español
OAI Identifier:oai:revistas.uasb.edu.ec:article/1490
Acceso en línea:https://revistas.uasb.edu.ec/index.php/uru/article/view/1490
Access Level:acceso abierto
Palabra clave:compromiso
like page
redes sociales
engagement
social media
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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:revistas.uasb.edu.ec: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
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
title Audiovisual language in digital culture: Enchufe.tv and engagement strategies
spellingShingle Audiovisual language in digital culture: Enchufe.tv and engagement strategies
Chamorro Flores, Diana
compromiso
like page
redes sociales
engagement
like page
social media
title_short 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_sort Audiovisual language in digital culture: Enchufe.tv and engagement strategies
dc.creator.none.fl_str_mv Chamorro Flores, Diana
author Chamorro Flores, Diana
author_facet Chamorro Flores, Diana
author_role author
dc.subject.none.fl_str_mv compromiso
like page
redes sociales
engagement
like page
social media
topic compromiso
like page
redes sociales
engagement
like page
social media
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
publishDate 2020
dc.date.none.fl_str_mv 2020-06-29
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv https://revistas.uasb.edu.ec/index.php/uru/article/view/1490
10.32719/26312514.2020.3.6
url https://revistas.uasb.edu.ec/index.php/uru/article/view/1490
identifier_str_mv 10.32719/26312514.2020.3.6
dc.language.none.fl_str_mv spa
language spa
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
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
text/html
dc.publisher.none.fl_str_mv Universidad Andina Simón Bolívar, Sede Ecuador
publisher.none.fl_str_mv Universidad Andina Simón Bolívar, Sede Ecuador
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
instname_str Universidad Andina Simón Bolivar
instacron_str UASB
institution UASB
reponame_str Revista de Comunicación y Cultura
collection Revista de Comunicación y Cultura
repository.name.fl_str_mv Revista de Comunicación y Cultura - Universidad Andina Simón Bolivar
repository.mail.fl_str_mv
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