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Calidad Revistas Científicas Españolas
VOL.
27(2)/
2014
Author / Araceli CASTELLÓ MARTÍNEZ Profesora de Estrategia creativa y conceptualización. Universidad de Alicante. Facultad de Ciencias Económicas y Empresariales. 03690 Alicante.
Author / Cristina DEL PINO ROMERO Profesora de Comunicación, publicitaria, periodística y nuevas formas publicitarias. Universidad Carlos III de Madrid. Facultad de Humanidades, Comunicación y Documentación. 28911 Leganés
Author / Irene RAMOS SOLER Profesora de Teoría de la publicidad. Universidad de Alicante. Facultad de Ciencias Económicas y Empresariales. 03690 Alicante
More authors:  1 2 3
Article / Twitter as an advertising and corporate communication channel

Abstract /

The article studies the use of Twitter as a corporate and advertising communication channel. With this purpose, it is carried out an analysis of content on profiles on this platform of main advertisers in Spain, according to the ranking of InfoAdex. The studied variables focus on the description of profiles of advertisers, the frequency of publication, the type of publications and the interaction obtained from users, analyzing the ability of advertisers to disseminate content and generate conversation, on the one hand, and the reputation gained in this microblogging network, on the other.

Keywords /

Keywords: Marketing, Communication, Advertising, Internet, Social Networks, Twitter

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