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"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.type.hasVersionpublishedVersiones_CO
dc.rights.accessRightsopenAccesses_CO
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thesis.degree.disciplineFacultad de Comunicaciónes_CO
thesis.degree.levelMaestría en Comunicación Estratégicaes_CO
thesis.degree.nameMagíster en Comunicación Estratégicaes_CO


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