Comparing communication management of Brazilian, Latin American and worldwide companies on Facebook

Detalhes bibliográficos
Autor(a) principal: Zeler, Ileana
Data de Publicação: 2021
Tipo de documento: Artigo
Idioma: spa
Título da fonte: Cadernos de Comunicação (Online)
Texto Completo: http://periodicos.ufsm.br/ccomunicacao/article/view/43891
Resumo: Social networks are important communication tools for organizations. The active and professional presence in social networks makes it possible to strengthen the links between organizations and their publics. Thus, this study provides an analysis of communication management of the main Brazilian companies on Facebook compared to companies in the rest of Latin America and worldwide. For the sample 189 companies were included and the content analysis method was used, based on presence and interaction on social networks. Findings revealed that Brazilian companies manage their communication similarly to global companies. In general, companies use Facebook as an informational tool rather than an interactive tool.
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spelling Comparing communication management of Brazilian, Latin American and worldwide companies on FacebookGestión comparada de la comunicación de las empresas de Brasil, América Latina y el mundo en FacebookGerenciamento comparativo da comunicação de empresas no Brasil, América Latina e o mundo no Facebookorganizational communicationdigital communication Facebookinteractioncomunicación organizacionalcomunicación digitalFacebookinteraccióncomunicação organizacionalcomunicação digitalFacebookinteraçãoSocial networks are important communication tools for organizations. The active and professional presence in social networks makes it possible to strengthen the links between organizations and their publics. Thus, this study provides an analysis of communication management of the main Brazilian companies on Facebook compared to companies in the rest of Latin America and worldwide. For the sample 189 companies were included and the content analysis method was used, based on presence and interaction on social networks. Findings revealed that Brazilian companies manage their communication similarly to global companies. In general, companies use Facebook as an informational tool rather than an interactive tool.Las redes sociales son herramientas de comunicación importantes para las organizaciones. La presencia activa y profesional en redes sociales permiten reforzar los vínculos entre las organizaciones y los públicos. Así, este estudio proporciona un análisis de la gestión comunicativa de las principales empresas de Brasil en Facebook en comparación con las empresas del resto de América Latina y las empresas globales. La muestra incluyó 189 empresas y la metodología empleada fue el análisis de contenido basada en la presencia y la interacción en redes sociales. Los hallazgos revelaron que las empresas de Brasil comunican de forma similar a las empresas globales. De modo general, las empresas usan Facebook como una herramienta informativa más que como una herramienta interactiva.As redes sociais são ferramentas de comunicação importantes para as organizações. A presença ativa e profissional nestes espaços permite reforçar os laços entre as organizações e os públicos. Assim, este estudo fornece uma análise do gerenciamento comunicativo das principais empresas brasileiras no Facebook em comparação com outras da América Latina e globais. A amostra incluiu 189 empresas e a metodologia utilizada foi a análise de conteúdo baseada na presença e interação em redes sociais. Os resultados revelaram que as empresas brasileiras se comunicam de maneira semelhante às empresas globais. De modo geral, identifica-se que o uso do Facebook como uma ferramenta informativa com poucas estratégias para interação com os públicos.Universidade Federal de Santa Maria2021-01-04info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPesquisaapplication/pdfhttp://periodicos.ufsm.br/ccomunicacao/article/view/4389110.5902/2316882X43891Cadernos de Comunicação; v. 24 n. 3 (2020)2316-882X1677-9061reponame:Cadernos de Comunicação (Online)instname:Universidade Federal de Santa Maria (UFSM)instacron:UFSMspahttp://periodicos.ufsm.br/ccomunicacao/article/view/43891/pdfCopyright (c) 2021 Cadernos de Comunicaçãoinfo:eu-repo/semantics/openAccessZeler, Ileana2021-02-10T15:43:57Zoai:ojs.pkp.sfu.ca:article/43891Revistahttps://periodicos.ufsm.br/ccomunicacaoONGhttp://cascavel.ufsm.br/revistas/ojs-2.2.2/index.php/ccomunicacao/oaiflavilisboa@gmail.com||flavilisboa@gmail.com2316-882X1677-9061opendoar:2021-02-10T15:43:57Cadernos de Comunicação (Online) - Universidade Federal de Santa Maria (UFSM)false
dc.title.none.fl_str_mv Comparing communication management of Brazilian, Latin American and worldwide companies on Facebook
Gestión comparada de la comunicación de las empresas de Brasil, América Latina y el mundo en Facebook
Gerenciamento comparativo da comunicação de empresas no Brasil, América Latina e o mundo no Facebook
title Comparing communication management of Brazilian, Latin American and worldwide companies on Facebook
spellingShingle Comparing communication management of Brazilian, Latin American and worldwide companies on Facebook
Zeler, Ileana
organizational communication
digital communication Facebook
interaction
comunicación organizacional
comunicación digital
Facebook
interacción
comunicação organizacional
comunicação digital
Facebook
interação
title_short Comparing communication management of Brazilian, Latin American and worldwide companies on Facebook
title_full Comparing communication management of Brazilian, Latin American and worldwide companies on Facebook
title_fullStr Comparing communication management of Brazilian, Latin American and worldwide companies on Facebook
title_full_unstemmed Comparing communication management of Brazilian, Latin American and worldwide companies on Facebook
title_sort Comparing communication management of Brazilian, Latin American and worldwide companies on Facebook
author Zeler, Ileana
author_facet Zeler, Ileana
author_role author
dc.contributor.author.fl_str_mv Zeler, Ileana
dc.subject.por.fl_str_mv organizational communication
digital communication Facebook
interaction
comunicación organizacional
comunicación digital
Facebook
interacción
comunicação organizacional
comunicação digital
Facebook
interação
topic organizational communication
digital communication Facebook
interaction
comunicación organizacional
comunicación digital
Facebook
interacción
comunicação organizacional
comunicação digital
Facebook
interação
description Social networks are important communication tools for organizations. The active and professional presence in social networks makes it possible to strengthen the links between organizations and their publics. Thus, this study provides an analysis of communication management of the main Brazilian companies on Facebook compared to companies in the rest of Latin America and worldwide. For the sample 189 companies were included and the content analysis method was used, based on presence and interaction on social networks. Findings revealed that Brazilian companies manage their communication similarly to global companies. In general, companies use Facebook as an informational tool rather than an interactive tool.
publishDate 2021
dc.date.none.fl_str_mv 2021-01-04
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Pesquisa
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://periodicos.ufsm.br/ccomunicacao/article/view/43891
10.5902/2316882X43891
url http://periodicos.ufsm.br/ccomunicacao/article/view/43891
identifier_str_mv 10.5902/2316882X43891
dc.language.iso.fl_str_mv spa
language spa
dc.relation.none.fl_str_mv http://periodicos.ufsm.br/ccomunicacao/article/view/43891/pdf
dc.rights.driver.fl_str_mv Copyright (c) 2021 Cadernos de Comunicação
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2021 Cadernos de Comunicação
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal de Santa Maria
publisher.none.fl_str_mv Universidade Federal de Santa Maria
dc.source.none.fl_str_mv Cadernos de Comunicação; v. 24 n. 3 (2020)
2316-882X
1677-9061
reponame:Cadernos de Comunicação (Online)
instname:Universidade Federal de Santa Maria (UFSM)
instacron:UFSM
instname_str Universidade Federal de Santa Maria (UFSM)
instacron_str UFSM
institution UFSM
reponame_str Cadernos de Comunicação (Online)
collection Cadernos de Comunicação (Online)
repository.name.fl_str_mv Cadernos de Comunicação (Online) - Universidade Federal de Santa Maria (UFSM)
repository.mail.fl_str_mv flavilisboa@gmail.com||flavilisboa@gmail.com
_version_ 1799950605565820928

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