Assessing dialogic features of corporate pages on Facebook in Latin American companies

This study aims to analyze whether companies from six Latin American countries are encouraging dialogic communication on Facebook. To do so, the paper studied the level of predisposition for interaction and the type of interaction achieved by companies on Facebook to produce an effective dialogic co...

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Detalles Bibliográficos
Autores: Capriotti, Paul|||0000-0002-9398-5886, Zeler, Ileana Lis|||0000-0002-5550-1000, Oliveira, Andrea|||0000-0002-1370-6139
Tipo de recurso: artículo
Fecha de publicación:2021
País:España
Institución:Universitat Autònoma de Barcelona
Repositorio:Dipòsit Digital de Documents de la UAB
Idioma:inglés
OAI Identifier:oai:ddd.uab.cat:249707
Acceso en línea:https://ddd.uab.cat/record/249707
https://dx.doi.org/urn:doi:10.1108/CCIJ-10-2020-0149
Access Level:acceso abierto
Palabra clave:Corporate communication
Dialogic communication
Responsiveness
Conversation
Interaction
Dialogue
Social networks
Facebook
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spelling Assessing dialogic features of corporate pages on Facebook in Latin American companiesCapriotti, Paul|||0000-0002-9398-5886Zeler, Ileana Lis|||0000-0002-5550-1000Oliveira, Andrea|||0000-0002-1370-6139Corporate communicationDialogic communicationResponsivenessConversationInteractionDialogueSocial networksFacebookThis study aims to analyze whether companies from six Latin American countries are encouraging dialogic communication on Facebook. To do so, the paper studied the level of predisposition for interaction and the type of interaction achieved by companies on Facebook to produce an effective dialogic communication exchange and to generate conversation through different types of communication exchange between organizations and users. This research includes a specific analysis of the active presence, interactive attitude, interactive resources, responsiveness and conversation of 29,078 posts on 135 corporate fanpages of companies from six Latin American countries. The results show that companies have a low interest in managing communication from a dialogic perspective on the social network, not only because a greater predisposition to interaction is needed, but also because the interaction generated is very low. Therefore, the paper identifies the need to review the communication strategy on social networks and to define a strategy aligned to the dialogic nature of the social network. This research contributes to broadening the conceptual reflection on the evaluation of the dialogue in the digital context and aims to generate new methodological contributions to the evaluation of dialogic communication in an integrated way. 22021-01-0120212021-01-01Articlehttp://purl.org/coar/resource_type/c_6501VoRhttp://purl.org/coar/version/c_970fb48d4fbd8a85info:eu-repo/semantics/articleapplication/pdfhttps://ddd.uab.cat/record/249707https://dx.doi.org/urn:doi:10.1108/CCIJ-10-2020-0149reponame:Dipòsit Digital de Documents de la UABinstname:Universitat Autònoma de BarcelonaInglésengopen accesshttp://purl.org/coar/access_right/c_abf2Aquest document està subjecte a una llicència d'ús Creative Commons. Es permet la reproducció total o parcial, la distribució, la comunicació pública de l'obra i la creació d'obres derivades, fins i tot amb finalitats comercials, sempre i quan es reconegui l'autoria de l'obra original.https://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessoai:ddd.uab.cat:2497072026-06-06T12:50:31Z
dc.title.none.fl_str_mv Assessing dialogic features of corporate pages on Facebook in Latin American companies
title Assessing dialogic features of corporate pages on Facebook in Latin American companies
spellingShingle Assessing dialogic features of corporate pages on Facebook in Latin American companies
Capriotti, Paul|||0000-0002-9398-5886
Corporate communication
Dialogic communication
Responsiveness
Conversation
Interaction
Dialogue
Social networks
Facebook
title_short Assessing dialogic features of corporate pages on Facebook in Latin American companies
title_full Assessing dialogic features of corporate pages on Facebook in Latin American companies
title_fullStr Assessing dialogic features of corporate pages on Facebook in Latin American companies
title_full_unstemmed Assessing dialogic features of corporate pages on Facebook in Latin American companies
title_sort Assessing dialogic features of corporate pages on Facebook in Latin American companies
dc.creator.none.fl_str_mv Capriotti, Paul|||0000-0002-9398-5886
Zeler, Ileana Lis|||0000-0002-5550-1000
Oliveira, Andrea|||0000-0002-1370-6139
author Capriotti, Paul|||0000-0002-9398-5886
author_facet Capriotti, Paul|||0000-0002-9398-5886
Zeler, Ileana Lis|||0000-0002-5550-1000
Oliveira, Andrea|||0000-0002-1370-6139
author_role author
author2 Zeler, Ileana Lis|||0000-0002-5550-1000
Oliveira, Andrea|||0000-0002-1370-6139
author2_role author
author
dc.subject.none.fl_str_mv Corporate communication
Dialogic communication
Responsiveness
Conversation
Interaction
Dialogue
Social networks
Facebook
topic Corporate communication
Dialogic communication
Responsiveness
Conversation
Interaction
Dialogue
Social networks
Facebook
description This study aims to analyze whether companies from six Latin American countries are encouraging dialogic communication on Facebook. To do so, the paper studied the level of predisposition for interaction and the type of interaction achieved by companies on Facebook to produce an effective dialogic communication exchange and to generate conversation through different types of communication exchange between organizations and users. This research includes a specific analysis of the active presence, interactive attitude, interactive resources, responsiveness and conversation of 29,078 posts on 135 corporate fanpages of companies from six Latin American countries. The results show that companies have a low interest in managing communication from a dialogic perspective on the social network, not only because a greater predisposition to interaction is needed, but also because the interaction generated is very low. Therefore, the paper identifies the need to review the communication strategy on social networks and to define a strategy aligned to the dialogic nature of the social network. This research contributes to broadening the conceptual reflection on the evaluation of the dialogue in the digital context and aims to generate new methodological contributions to the evaluation of dialogic communication in an integrated way.
publishDate 2021
dc.date.none.fl_str_mv 2
2021-01-01
2021
2021-01-01
dc.type.none.fl_str_mv Article
http://purl.org/coar/resource_type/c_6501
VoR
http://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://ddd.uab.cat/record/249707
https://dx.doi.org/urn:doi:10.1108/CCIJ-10-2020-0149
url https://ddd.uab.cat/record/249707
https://dx.doi.org/urn:doi:10.1108/CCIJ-10-2020-0149
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
https://creativecommons.org/licenses/by/4.0/
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
https://creativecommons.org/licenses/by/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Dipòsit Digital de Documents de la UAB
instname:Universitat Autònoma de Barcelona
instname_str Universitat Autònoma de Barcelona
reponame_str Dipòsit Digital de Documents de la UAB
collection Dipòsit Digital de Documents de la UAB
repository.name.fl_str_mv
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