El uso de hashtags, menciones, emoticonos, hipervínculos, vídeos e imágenes en las cuentas corporativas de Twitter de seis grandes empresas españolas

  1. Coral Cenizo Ruiz-Bravo
Revista:
aDResearch: Revista Internacional de Investigación en Comunicación

ISSN: 1889-7304

Año de publicación: 2022

Título del ejemplar: Monográfico Especial,Comunicación, empresas y sociedad

Número: 27

Páginas: 214-229

Tipo: Artículo

DOI: 10.7263/ADRESIC-27-191 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: aDResearch: Revista Internacional de Investigación en Comunicación

Resumen

Objetivo: El objetivo de esta investigación es analizar el uso y frecuencia con la que seis grandes empresas españolas emplean elementos ajenos al mensaje textual, como hashtags, menciones, emoticonos, hipervínculos, vídeos e imágenes, en Twitter. Diseño/metodología/enfoque: Para ello se ha realizado un análisis cuantitativo de los tuits corporativos publicados por las mencionadas empresas durante un periodo de tiempo de veinte días con una muestra de 440 publicaciones. Resultados: La investigación pone de manifiesto la importancia que tienen estos elementos en la comunicación corporativa realizada por estas seis empresas y demuestra que los emot-iconos, hashtags e hipervínculos son los más empleados en sus publicaciones de Twitter. Los resultados también confirman el uso más recurrente que hacen de cinco combinaciones de hashtags, menciones, emoticonos, hipervínculos, vídeos e imágenes en sus perfiles de Twitter. Limitaciones/implicaciones: Los resultados contrastan con investigaciones previas e indican una posible evolución temporal o particularidad geográfica en el uso de los mencionados elementos dentro de la comunicación corporativa de estas empresas. También demuestran la escasa presencia de los elementos audiovisuales en sus tuits corporativos, a pesar de su alto potencial de interacción con los usuarios. Originalidad/contribución: Esta investigación es pionera en analizar el uso que hacen estas seis compañías de elementos como hashtags, menciones, emoticonos, hipervínculos, vídeos e imágenes en los tuits corporativos dentro del ámbito geográfico español.

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Fuente de los datos: Dialnet