Resumo

MAGADAN-DIAZ, Marta  e  RIVAS-GARCIA, Jesús. Spanish publishers on social networks: presence, activity and engagement. Revista de Comunicación [online]. 2020, vol.19, n.1, pp.149-170. ISSN 1684-0933.  http://dx.doi.org/10.26441/rc19.1-2020-a9.

The general goal of this research is to address the way in which the twenty-five first Span ish publishers in literature publication manage their social networks. For this, through the PRGS model, the weight of the main social networks (Facebook, Twitter and Instagram) in the digital marketing strate gy of these Spanish publishing companies is analysed from a triple dimension: a) the attraction of users, b) content generation, and c) users’ engagement to the brand. The study conducted on these twenty-five Spanish publishers concludes that Facebook is the one that generates the most fans, compared to Twit ter and Instagram. Nonetheless, Twitter is the network most used to generate content. Finally, in terms of engagement, the results point out Instagram as the network where better results are obtained.

Palavras-chave : Social network; Facebook; Twitter; Instagram; publishing company; PRGS model; Spain.

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