Mostrar el registro sencillo del ítem

"Análisis del engagement en la red social facebook en Instituciones de Educación Superior en Colombia"

dc.contributor.advisorSuarez, Elías D.
dc.contributor.authorAldaz Osorio, Juan Jose
dc.date.accessioned2019-11-29T16:53:19Z
dc.date.available2019-11-29T16:53:19Z
dc.date.issued2019-10-10
dc.identifier.urihttp://hdl.handle.net/10818/38520
dc.description116 páginases_CO
dc.description.abstractEste estudio examina el tipo de contenido publicado en Facebook por parte de las 5 mejores universidades de Colombia, de acuerdo con el tipo de media (video, imagen, enlace, texto), día de la semana, hora del día, número de palabras, y tipología editorial (información, entretenimiento, remunerativo y relacional). Estos atributos generan un engagement entre los públicos, variable que se puede medir en términos de likes, comments y shares. El propósito de esta investigación es analizar que tipo de publicaciones de universidades son las que generan más engagement entre sus audiencias en Facebook para así contribuir al conocimiento general de la comunicación estratégica a través de la comprensión del engagement en redes sociales, y la generación de un lineamiento de mejores prácticas de monitoreo. Esta investigación se aborda desde el marco teórico de la Comunicación estratégica, y la teoría de Usos y Gratificaciones, y a la luz de éstas el engagement como instrumento de medición en sitios de social media. Ambas han sido utilizadas en estudios de PR (p.e. Paek, Hove, Jung, & Cole, 2013) y Comunicación de Marketing (p.e. Cvijikj & Michahelles, 2013; Mazza & Palermo, 2018).es_CO
dc.formatapplication/pdfes_CO
dc.language.isospaes_CO
dc.publisherUniversidad de La Sabanaes_CO
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 Internacional*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.sourceUniversidad de La Sabanaes_CO
dc.sourceIntellectum Repositorio Universidad de La Sabanaes_CO
dc.subjectMedios de comunicación sociales_CO
dc.subjectRedes socialeses_CO
dc.subjectInnovaciones tecnológicas -- Educación superiores_CO
dc.subjectComunicación organizacionales_CO
dc.title"Análisis del engagement en la red social facebook en Instituciones de Educación Superior en Colombia"es_CO
dc.title.alternativeAnálisis del engagement en la red social facebook en Instituciones de Educación Superior en Colombiaes_CO
dc.typemaster thesises_CO
dc.identifier.local275269
dc.identifier.localTE10464
dc.type.hasVersionpublishedVersiones_CO
dc.rights.accessRightsopenAccesses_CO
dcterms.referencesAlessandri, S. W., Yang, S.-U., & Kinsey, D. F. (2006). An integrative approach to university visual identity and reputation. Corporate Reputation Review, 9(4), 258–270.eng
dcterms.references(Statista). (2018). Number of monthly active Facebook users worldwide as of 3rd quarter 2018. Retrieved December 20, 2018, from https://www.statista.com/statistics/264810/number-of-monthly-activefacebook-users-worldwide/eng
dcterms.referencesAced Toledano, C. (2017). How Companies Are Seizing the Dialogic Opportunities Provided by Social Media to Communicate with their External Audiences. Universitat Oberta de Catalunya.eng
dcterms.referencesAgostino, D., & Arnaboldi, M. (2016). A Measurement Framework for Assessing the Contribution of Social Media to Public Engagement: An empirical analysis on Facebook. Public Management Review, 18(9), 1289–1307. https://doi.org/10.1080/14719037.2015.1100320eng
dcterms.referencesAlbors, J., Ramos, J. C., & Hervas, J. L. (2008). New learning network paradigms: Communities of objectives, crowdsourcing, wikis and open source. International Journal of Information Management, 28(3), 194–202. https://doi.org/10.1016/j.ijinfomgt.2007.09.006eng
dcterms.referencesAlexa. (2018). Retrieved December 20, 2018, from https://www.alexa.com/topsites/countries/USeng
dcterms.referencesAlgesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19–34.eng
dcterms.referencesAndersson, L. (2015). To be or not to be engaged. Lunds universiteteng
dcterms.referencesÁngeles Oviedo-García, M., Muñoz-Expósito, M., Castellanos-Verdugo, M., & Sancho-Mejías, M. (2014). Metric proposal for customer engagement in Facebook. Journal of Research in Interactive Marketing, 8(4), 327–344.eng
dcterms.referencesAskwith, I. D. (2007). Television 2.0: Reconceptualizing TV as an engagement medium. Massachusetts Institute of Technology.eng
dcterms.referencesBacile, T., Hoffacker, C., & White, A. (2014). Emerging Challenges in Social Media Service as Marketing Communication Signals. International Journal of Integrated Marketing Communications, 34–48.eng
dcterms.referencesBacile, T., Hoffacker, C., & White, A. (2014). Emerging Challenges in Social Media Service as Marketing Communication Signals. International Journal of Integrated Marketing Communications, 34–48.eng
dcterms.referencesBarger, V. A., & Labrecque, L. (2013). An integrated marketing communications perspective on social media metrics. International Journal of Integrated Marketing Communications. Retrieved from https://ssrn.com/abstract=2280132eng
dcterms.referencesBartos, C. M. (2018). Fanning the Flames: An Examination of Uses and Gratifications Sought During the Gatlinburg Wildfires of 2016. Virginia Tech.eng
dcterms.referencesBélanger, C. H., Bali, S., & Longden, B. (2014). How Canadian universities use social media to brand themselves. Tertiary Education and Management, 20(1), 14–29. https://doi.org/10.1080/13583883.2013.852237eng
dcterms.referencesBonsón, E., & Ratkai, M. (2013). A set of metrics to assess stakeholder engagement and social legitimacy on a corporate Facebook page. Online Information Review, 37(5), 787–803eng
dcterms.referencesBotan, C. H., & Taylor, M. (2004). Public relations: State of the field. Journal of Communication, 54(4), 645–661.eng
dcterms.referencesBowden, J. L.-H. (2009). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice, 17(1), 63–74.eng
dcterms.referencesBowden, J. L.-H., Conduit, J., Hollebeek, L. D., Luoma-aho, V., & Solem, B. A. (2017). Engagement valence duality and spillover effects in online brand communities. Journal of Service Theory and Practice, 27(4), 877–897.eng
dcterms.referencesBoyd, D. M., & Ellison, N. B. (2007). Social Network Sites: Definition, History, and Scholarship. JOURNAL OF COMPUTER MEDIATED COMMUNICATION -ELECTRONIC EDITION-. Retrieved from http://explore.bl.uk/primo_library/libweb/action/display.do?tabs=detailsTab&gathStatTab=true&ct=di splay&fn=search&doc=ETOCRN613373549&indx=1&recIds=ETOCRN221034386eng
dcterms.referencesBrech, F. M., Messer, U., Vander Schee, B. A., Rauschnabel, P. A., & Ivens, B. S. (2017). Engaging fans and the community in social media: Interaction with institutions of higher education on Facebook. Journal of Marketing for Higher Education, 27(1), 112–130.eng
dcterms.referencesBrewster, M. (Price W. C. (2018). Whom do consumers really trust?eng
dcterms.referencesBrodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252– 271.eng
dcterms.referencesCalder, B. J., & Malthouse, E. C. (2008). Media engagement and advertising effectiveness. Kellogg on Advertising and Media, 1–36.eng
dcterms.referencesCharbonnet, A. R. (2012). From the viewbook to Facebook: a content analysis of universities’ Facebook posts to measure organization-public relationships. Louisiana State University.eng
dcterms.referencesClark, M., Fine, M. B., & Scheuer, C.-L. (2017). Relationship quality in higher education marketing: the role of social media engagement. Journal of Marketing for Higher Education, 27(1), 40–58. https://doi.org/10.1080/08841241.2016.1269036eng
dcterms.referencesCoble, J. E. (2018). Connecting communities: A case study of social media recruitment at three community colleges. Virginia Tech. Retrieved from http://oatd.org/oatd/record?record=handle%5C:10919%5C%2F83781&q=%22gratifications theory%22 AND %22higher education%22eng
dcterms.referencesConstantinides, E. (2014). Foundations of Social Media Marketing. Procedia - Social and Behavioral Sciences, 148, 40–57. https://doi.org/10.1016/j.sbspro.2014.07.016eng
dcterms.referencesConstantinides, E., & Zinck Stagno, M. C. (2011). Potential of the social media as instruments of higher education marketing: a segmentation study. Journal of Marketing for Higher Education, 21(1), 7–24. https://doi.org/10.1080/08841241.2011.573593eng
dcterms.referencesCornelissen, J. P. (2008). Corporate communication. The International Encyclopedia of Communicationeng
dcterms.referencesCvijikj, I. P., & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3(4), 843–861.eng
dcterms.referencesDeluca, J. (2011). Facebook pages attract online shoppers to retailer sales and promotions. Compete Pulse.eng
dcterms.referencesDessart, L. (2015). Consumer engagement in online brand communities. Retrieved from https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.666396eng
dcterms.referencesDessart, L., Veloutsou, C., & Morgan-Thomas, A. (2016). Capturing consumer engagement: duality, dimensionality and measurement. Journal of Marketing Management, 32(5–6), 399–426. Retrieved from http://10.0.4.56/0267257X.2015.1130738eng
dcterms.referencesDolan, R., Conduit, J., Fahy, J., & Goodman, S. (2016). Social media engagement behaviour: a uses and gratifications perspective. Journal of Strategic Marketing, 24(3–4), 261–277. https://doi.org/10.1080/0965254X.2015.1095222eng
dcterms.referencesEllison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook “friends:” Social capital and college students’ use of online social network sites. Journal of Computer-Mediated Communication, 12(4), 1143–1168.eng
dcterms.referencesFacebook.com. (2019a). Retrieved from https://www.facebook.com/help/282489752085908?helpref=popular_topicseng
dcterms.referencesFacebook.com. (2019b). Retrieved from https://www.facebook.com/help/135275340210354/?helpref=hc_fnav%0Aeng
dcterms.referencesFacebook. (2018). Facebook Stats 2018-Q3. Retrieved December 21, 2018, from https://newsroom.fb.com/company-info/eng
dcterms.referencesFalkheimer, J., & Heide, M. (2018). Strategic Communication: An Introduction. Routledgeeng
dcterms.referencesFosk, A. (ComScore). (2017). 2017 LATAM Digital Future in Focus. Miami. Retrieved from https://www.comscore.com/esl/Prensa-y-Eventos/Presentaciones-y-libros-blancos/2017/2017- LATAM-Digital-Future-in-Focuseng
dcterms.referencesGambetti, R. C., Graffigna, G., & Biraghi, S. (2012). The grounded theory approach to consumer-brand engagement: The practitioner’s standpoint. International Journal of Market Research, 54(5), 659– 687.eng
dcterms.referencesHabibi, M. R., Laroche, M., & Richard, M.-O. (2014). The roles of brand community and community engagement in building brand trust on social media. Computers in Human Behavior, 37, 152–161.eng
dcterms.referencesHayes, A. F., & Krippendorff, K. (2007). Answering the call for a standard reliability measure for coding data. Communication Methods and Measures, 1(1), 77–89.eng
dcterms.referencesHe, W., Wu, H., Yan, G., Akula, V., & Shen, J. (2015). A novel social media competitive analytics framework with sentiment benchmarks. Information & Management, 52(7), 801–812. https://doi.org/10.1016/j.im.2015.04.006eng
dcterms.referencesHodis, M. A., Sriramachandramurthy, R., & Sashittal, H. C. (2015). Interact with me on my terms: a four segment Facebook engagement framework for marketers. Journal of Marketing Management, 31(11–12), 1255–1284. https://doi.org/10.1080/0267257X.2015.1012535eng
dcterms.referencesHollebeek, L. D. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7–8), 785–807.eng
dcterms.referencesHon, L. C., & Grunig, J. E. (1999). Guidelines for measuring relationships in public relations. Gainesville, FL: Institute for public relations.eng
dcterms.referencesIrvin, M. (Wordstream). (2017a). Facebook Advertising Benchmarks for your industry. Retrieved March 1, 2019, from https://www.wordstream.com/blog/ws/2017/02/28/facebook-advertising-benchmarkseng
dcterms.referencesIrvin, M. (Wordstream). (2017b). Google Ads Industry Benchmarks. Retrieved from https://www.wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarkseng
dcterms.referencesJacoby, J. (PBS). (2018). The Facebook Dilemma. USA. Retrieved from https://www.pbs.org/wgbh/frontline/film/facebook-dilemma/credits/eng
dcterms.referencesJeffrey, A. (2013). Social media measurement: A step-by-step approach. In Institute for Public Relations. Retrieved from http://www. instituteforpr. org/social-media-measurement-a-step-by-step-approach. Miami. Retrieved from https://www.instituteforpr.org//wp-content/uploads/Social-MediaMeasurement-Paper-Jeffrey-6-4-13.pdfeng
dcterms.referencesKaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003eng
dcterms.referencesKassa, Y. M., Cuevas, R., & Cuevas, Á. (2018). A large-scale analysis of Facebook’s user-base and user engagement growth. IEEE Access, 6, 78881–78891.eng
dcterms.referencesKatz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. The Public Opinion Quarterly, 37(4), 509–523.eng
dcterms.referencesKemp, S. (WeAreSocial). (2018). GLOBAL DIGITAL REPORT 2018. Retrieved from https://digitalreport.wearesocial.com/eng
dcterms.referencesKim, S., & Krishna, A. (2018). Unpacking public sentiment toward government: How government communication strategies affect public engagement, cynicism, and word of mouth behavior. International Journal of Strategic Communication, 12(3), 215.eng
dcterms.referencesKujur, F., & Singh, S. (2018). Antecedents of relationship between customer and organization developed through social networking sites. Management Research Revieweng
dcterms.referencesLampe, C., Ellison, N., & Steinfield, C. (2006). A Face (book) in the crowd: Social searching vs. social browsing. In Proceedings of the 2006 20th anniversary conference on Computer supported cooperative work (pp. 167–170). ACM.eng
dcterms.referencesLievrow, L., Haythornthwaite, C., Kohler, T., & Sundar, S. (2000). 12 Bridging the Subdisciplines: An Overview of Communication. In Communication Yearbook (Vol. 24, p. 271). SAGE.eng
dcterms.referencesLuarn, P., Lin, Y.-F., & Chiu, Y.-P. (2015). Influence of Facebook brand-page posts on online engagement. Online Information Review, 39(4), 505–519. https://doi.org/10.1108/OIR-01-2015-0029eng
dcterms.referencesMacnamara, J., & Zerfass, A. (2012). Social media communication in organizations: The challenges of balancing openness, strategy, and management. International Journal of Strategic Communication, 6(4), 287–308eng
dcterms.referencesMartínez-López, F. J., Anaya-Sánchez, R., Molinillo, S., Aguilar-Illescas, R., & Esteban-Millat, I. (2017). Consumer engagement in an online brand community. Electronic Commerce Research and Applications, 23, 24–37. https://doi.org/10.1016/j.elerap.2017.04.002eng
dcterms.referencesMaslowska, E., Malthouse, E. C., & Collinger, T. (2016). The customer engagement ecosystem. Journal of Marketing Management, 32(5–6), 469–501. Retrieved from http://10.0.4.56/0267257X.2015.1134628eng
dcterms.referencesMazza, B., & Palermo, A. (2018). Social media content for business and user engagement on Facebook. Journal for Communication Studies, 11(1 (21)), 49–73. Retrieved from http://web.b.ebscohost.com.proxy.cecybrary.com/ehost/pdfviewer/pdfviewer?vid=1&sid=c57a618b620c-4e61-8848-5326afc0cec1%40sessionmgr120eng
dcterms.referencesMcClure, S. (2016). Brand Engagement in Relation to the Elements of Uses and Gratifications Theory through Participation in Virtual Brand Communities on Pinterest. University of Louisiana at Lafayette.eng
dcterms.referencesMersey, R. D., Malthouse, E. C., & Calder, B. J. (2010). Engagement with online media. Journal of Media Business Studies, 7(2), 39–56. https://doi.org/10.1080/16522354.2010.11073506eng
dcterms.referencesMollen, A., & Wilson, H. (2010). Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9–10), 919–925.eng
dcterms.referencesMostowyk, L. (KPMG). (2017). What do online shoppers really want? Retrieved December 27, 2018, from https://home.kpmg.com/xx/en/home/media/press-releases/2017/01/what-do-online-shoppers-reallywant.htmleng
dcterms.referencesMuniz, A. M., & O’guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4), 412–432.eng
dcterms.referencesMuntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13–46.eng
dcterms.referencesNeuendorf, K. (2002). The content analysis guidebook. Thousand Oaks, CA: SAGE Publicationseng
dcterms.referencesNeuendorf, K. A. (2016). The content analysis guidebook. Sageeng
dcterms.referencesNiculescu, A., Dumitriu, D., Purdescu, C., & Popescu, M. A.-M. (2019). Enhancing Brand Value of Modern Organizations through Digital Marketing Tools and Techniques: A Study on Top Ten Romanian Companies.eng
dcterms.referencesPaek, H.-J., Hove, T., Jung, Y., & Cole, R. T. (2013). Engagement across three social media platforms: An exploratory study of a cause-related PR campaign. Public Relations Review, 39(5), 526–533. https://doi.org/https://doi.org/10.1016/j.pubrev.2013.09.013eng
dcterms.referencesPaine, K. D. (2011). Measure what matters. Hoboken: New Jersey, USA: Wiley & Sonseng
dcterms.referencesPantic, M. (2017). Uses and Gratifications of Digital Media: The Case of Live Blogs. University of Tennessee.eng
dcterms.referencesPark, N., Kee, K. F., & Valenzuela, S. (2009). Being immersed in social networking environment: Facebook groups, uses and gratifications, and social outcomes. CyberPsychology & Behavior, 12(6), 729–733.eng
dcterms.referencesPasternak, O. (2017). Electronic word-of-mouth in online brand communities: drivers and outcomes. University of Glasgow.eng
dcterms.referencesPearman, I. (The W. U. R. (1990). Universities are brands whether they like it or not. Retrieved November 3, 2019, from https://www.timeshighereducation.com/world-university-rankings/2013/reputationranking/analysis/universities-are-brandseng
dcterms.referencesPereira Jr, C., & Capeto, R. (2000). Indicadores para avaliação de websites. In Anais do III Workshop sobre Fatores Humanos em Sistemas Computacionais, IHC (pp. 18–20).eng
dcterms.referencesPeruta, A., & Helm, C. (2018). University Facebook Pages: Engaging the Alumni Community in the Digital Era. The Journal of Social Media in Society; Vol 7, No 1 (2018): The Journal of Social Media in Society. Retrieved from http://thejsms.org/tsmri/index.php/TSMRI/article/view/222/156eng
dcterms.referencesPeruta, A., & Shields, A. B. (2017). Social media in higher education: understanding how colleges and universities use Facebook. Journal of Marketing for Higher Education, 27(1), 131–143.eng
dcterms.referencesPeruta, A., & Shields, A. B. (2018). Marketing your university on social media: a content analysis of Facebook post types and formats. Journal of Marketing for Higher Education, 1–17. https://doi.org/10.1080/08841241.2018.1442896eng
dcterms.referencesPlowman, K. D. (2013). Creating a model to measure relationships: US Army strategic communication. Public Relations Review, 39(5), 549–557.eng
dcterms.referencesPlowman, K. D., & Wilson, C. (2018). Strategy and Tactics in Strategic Communication: Examining their Intersection with Social Media Use. International Journal of Strategic Communication, 12(2), 125– 144. https://doi.org/10.1080/1553118X.2018.1428979eng
dcterms.referencesPoorrezaei, M. (2016). Customer engagement: conceptualisation, measurement and validation. University of Salford.eng
dcterms.referencesPreciado Hoyos, Á., Guzmán Ramírez, H., & Losada Díaz, J. C. (2013). Usos y prácticas de comunicación estratégica en las organizaciones. Universidad de La Sabana.eng
dcterms.referencesRemenyi, D. (1998). Doing research in business and management : an introduction to process and method. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&db=conacad&AN=EDSBVB.BV024849950&site =eds-liveeng
dcterms.referencesRubin, A. M. (2002). The uses-and-gratifications perspective of media effects.[W:] J. Bryant, D. Zillmann (red.), Media effects: Advances in theory and research (525-548). Mahwah, NJ: Erlbaum.eng
dcterms.referencesSandlin, J., & Peña, E. (2014). Building Authenticity in Social Media Tools to Recruit Postsecondary Students. Innovative Higher Education, 39(4), 333–346. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&db=tfh&AN=96773816&site=eds-liveeng
dcterms.referencesSandvig, J. C. (2016). The role of social media in college recruiting. International Journal of Web Based Communities, 12(1), 23–34. https://doi.org/10.1504/IJWBC.2016.074273eng
dcterms.referencesSashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50(2), 253–272.eng
dcterms.referencesSaxton, G. D., & Waters, R. D. (2014). What do Stakeholders Like on Facebook? Examining Public Reactions to Nonprofit Organizations’ Informational, Promotional, and Community-Building Messages. Journal of Public Relations Research, 26(3), 280. Retrieved from https://login.ez.unisabana.edu.co/login?url=https://search.ebscohost.com/login.aspx?direct=true&Au thType=ip&db=edb&AN=96222998&lang=es&site=eds-live&scope=siteeng
dcterms.referencesScimago Institutions Rankings. (2018). Retrieved October 31, 2018, from https://www.scimagoir.com/rankings.php?country=COL&year=2012eng
dcterms.referencesSmith, A., & Anderson, M. (Pew R. C. (2018). Social Media use in 2018. Retrieved from http://www.pewinternet.org/2018/03/01/social-media-use-in-2018/eng
dcterms.referencesSmith, B. G. (2015). Situated Ideals in Strategic Social Media: Applying Grounded Practical Theory in a Case of Successful Social Media Management. International Journal of Strategic Communication, 9(4), 272–292. https://doi.org/10.1080/1553118X.2015.1021958eng
dcterms.referencesSon, J. (2015). Consumers in an online brand community: uses and gratifications, social capital, and brand loyaltyeng
dcterms.referencesSon, J., & Damhorst, M. (2014). Consumers’ uses of and gratifications through online brand communities and brand loyalty behavioral consequences. In ITAA Proceedings 2014 Merchandising Marketing Retail Visual Promotion Track (pp. 35–36). Charlotte, NC.eng
dcterms.referencesStatista. (2018). Most famous social network sites worldwide as of October 2018. Retrieved December 26, 2018, from https://www.statista.com/statistics/272014/global-social-networks-ranked-by-numberof-users/eng
dcterms.referencesSung, Y., Kim, Y., Kwon, O., & Moon, J. (2010). An explorative study of Korean consumer participation in virtual brand communities in social network sites. Journal of Global Marketing, 23(5), 430–445.eng
dcterms.referencesTodua, N., & Jashi, C. (2015). Some Aspects of Social Media Marketing (Georgian Case). International Journal of Social, Behavioral, Educational, Economic and Management Engineering, 9(4), 1160– 1163.eng
dcterms.referencesValerio, G., Herrera-Murillo, D. J., Villanueva-Puente, F., Herrera-Murillo, N., & del Carmen Rodríguez Martínez, M. (2015). The Relationship between Post Formats and Digital Engagement: A Study of the Facebook Pages of Mexican Universities. Relación Entre Los Formatos de Publicación y El Engagement Digital: Estudio de Las Páginas de Facebook de Las Universidades Mexicanas., 12(1), 50–63. Retrieved from http://10.0.28.70/rusc.v12i1.1887eng
dcterms.referencesVan Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253–266.eng
dcterms.referencesVivek, S. D., Beatty, S. E., Dalela, V., & Morgan, R. M. (2014). A generalized multidimensional scale for measuring customer engagement. Journal of Marketing Theory and Practice, 22(4), 401–420.eng
dcterms.referencesVivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 122–146eng
dcterms.referencesWunsch-Vincent, S., Vickery, G., & (OECD). (2007). Participative Web and User-Created Content Web 2.0, Wikis and Social Networking: Web 2.0, Wikis and Social Networking. Paris: OECD Publishing. Retrieved from https://books.google.com.co/books?id=HdPVAgAAQBAJeng
dcterms.referencesZaglia, M. E. (2013). Brand communities embedded in social networks. Journal of Business Research, 66(2), 216–223. https://doi.org/https://doi.org/10.1016/j.jbusres.2012.07.015eng
dcterms.referencesda Rocha Júnior, V., Sarquis, A. B., Sehnem, S., Dias, T., & Scharf, E. R. (2014). Uso de mídias sociais no setor de ensino superior. Revista Brasileira de Gestão e Inovação (Brazilian Journal of Management & Innovation), 1(2).por
dcterms.referencesDuque, L. A. ( 1o C. I. de R. S. Cir. (2017). COMUNICAÇÃO ORGANIZACIONAL NAS UNIVERSIDADES: AS ESTRATEGIAS DIGITAIS PARA A INTERNACIONALIZAÇÃO DE CURRÍCULOS. Nota de Abertura, 216por
dcterms.referencesSoares, J. C. (2018). Fatores que influenciam na popularidade de postagens de marcas em mídias sociais: um estudo netnográfico no contexto da instituição de ensino superior. Programa de PósGraduação em Administração. Universidade do Sul de Santa Catarina.por
dcterms.referencesVergili, R. (2013). Reputaçao corporativa e redes sociales: a atuaçao do relaçoes públicas no relacionamento entre empresas e stakeholders. Revista Communicare, 13(1), 162–171.por
dcterms.referencesDe la Hoz, L. P.; Acevedo, D.; Torres, J. (2015). Uso de redes sociales en el proceso de enseñanza y aprendizaje por los estudiantes y profesores de la Universidad Antonio Nariño, Sede Cartagena. Formación Universitaria, 8(4), 77–84.spa
dcterms.referencesFreire, F. C., Rogel, D. E. R., & Hidalgo, C. V. R. (2014). La presencia e impacto de las universidades de los países andinos en las redes sociales digitales. Revista Latina de Comunicación Social, (69), 571–592.spa
dcterms.referencesBernal, C. (2010). Metodología de la investigación: administración, economía, humanidades y ciencias sociales. Pearson Educacion de Colombia Ltda. Retrieved from https://books.google.com.co/books?id=ySmOZwEACAAJspa
dcterms.referencesBoletín trimestral de las TIC. (2018).spa
dcterms.referencesHernández Sampieri, R., Fernández Collado, C., & Baptista Lucio, P. (2014). Metodología de la investigación. Sexta Edición. Editorial Mc Graw Hill. México. 2014• Hernández, R. Metodología de La Investigación. 6a Edición, Mc Graw Hill, México.spa
dcterms.referencesHesel, R. A. (2013). The influence of social media sites on the college search process. studentPOLLspa
dcterms.referencesPuertas-Hidalgo, R., & Carpio-Jiménez, L. (2017). Interacción generada en redes sociales por las universidades categoría A en Ecuador. International Journal of Information Systems and Software Engineering for Big Companies (IJISEBC), 4(1), 53–61.spa
dcterms.referencesRanking de los reyes de las redes sociales. (2017). Dinero, (527), 50–61. Retrieved from https://www.dinero.com/edicion-impresa/caratula/articulo/ranking-de-los-reyes-de-las-redessociales/250385spa
dcterms.referencesVieira, N. N. P. (2015). Marketing Digital de Performance no Facebook-Fatores de Sucesso através do Comportamento do Utilizador.spa
thesis.degree.disciplineFacultad de Comunicaciónes_CO
thesis.degree.levelMaestría en Comunicación Estratégicaes_CO
thesis.degree.nameMagíster en Comunicación Estratégicaes_CO


Ficheros en el ítem

Thumbnail
Nombre:
analisis del engagement en ...
Tamaño:
5.220Mb
Formato:
PDF
Descripción:
Ver documento en PDF
Ver/

Este ítem aparece en la(s) siguiente(s) colección(ones)

Mostrar el registro sencillo del ítem

Attribution-NonCommercial-NoDerivatives 4.0 InternacionalExcepto si se señala otra cosa, la licencia del ítem se describe como Attribution-NonCommercial-NoDerivatives 4.0 Internacional