Comparing communication management of Brazilian, Latin American and worldwide companies on Facebook
Autor(a) principal: | |
---|---|
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. |
id |
UFSM-4_c0d1a7ff2024cd522c624d40d1479fe1 |
---|---|
oai_identifier_str |
oai:ojs.pkp.sfu.ca:article/43891 |
network_acronym_str |
UFSM-4 |
network_name_str |
Cadernos de Comunicação (Online) |
repository_id_str |
|
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/ccomunicacaoPUBhttps://periodicos.ufsm.br/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 interacción comunicação organizacional comunicação digital 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 interacción comunicação organizacional comunicação digital interação |
topic |
organizational communication digital communication Facebook interaction comunicación organizacional comunicación digital interacción comunicação organizacional comunicação digital 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_ |
1809464000136609792 |