Users’ emotional interactions with brands in Facebook social network: A content analysis from Valence Arousal Dominance (VAD)
Social networks have become an increasingly presentphenomenon in the everyday world of Internet users,which has led brands to decide and take advantage ofthem as a space for direct communication since theycan establish talks with their target group.From a qualitative approach the researchers aimedto...
- Autores:
- Tipo de recurso:
- Article of journal
- Fecha de publicación:
- 2019
- Institución:
- Universidad Católica de Pereira
- Repositorio:
- Repositorio Institucional - RIBUC
- Idioma:
- spa
- OAI Identifier:
- oai:repositorio.ucp.edu.co:10785/15387
- Acceso en línea:
- https://revistas.ucp.edu.co/index.php/textosysentidos/article/view/147
http://hdl.handle.net/10785/15387
- Palabra clave:
- Rights
- openAccess
- License
- Derechos de autor 2019 Textos y Sentidos
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2019-05-252023-08-30T00:50:45Z2023-08-30T00:50:45Zhttps://revistas.ucp.edu.co/index.php/textosysentidos/article/view/147http://hdl.handle.net/10785/15387Social networks have become an increasingly presentphenomenon in the everyday world of Internet users,which has led brands to decide and take advantage ofthem as a space for direct communication since theycan establish talks with their target group.From a qualitative approach the researchers aimedto develop a descriptive cross-sectional study, whichwas based in content analysis allowing a systematicdescription and interpretation of generated andshared brand messages through Facebook semanticand formal components.The core interest has been establishing emotionalcomponents analysis categories, and determinetheir role as users’ action motivators and their brandcommitment. Based on the results and previouslearning, we tried to compare content effectivenesslevel with the metrics provided by Facebook,establishing possible guidelines in advertisingcommunication strategies.Las redes sociales se han constituido en un fenómeno cada vez más presente en el universo cotidiano de las personas usuarias de internet, lo cual ha propiciado que las marcas estén decidiendo aprovecharlas como un espacio de comunicación directa porque pueden establecer conversaciones con su grupo objetivo. Los investigadores pretendieron, desde una metodología cualitativa, desarrollar un estudio descriptivo de corte transversal. Se basó en el análisis de contenido, lo que permitió la descripción e interpretación sistemática de componentes semánticos y formales de los mensajes generados y compartidos mediante del Facebook por una marca. El interés fundamental fue establecer categorías de análisis de componentes emocionales presentes y determinar su papel como motivadores de acciones de los usuarios y de compromiso con la marca. Basados en los resultados y aprendizajes previos, se buscó comparar niveles de efectividad de los contenidos, con las métricas entregadas por Facebook, logrando establecer posibles pautas en las estrategias de comunicación publicitaria.application/pdfspaUniversidad Católica de Pereirahttps://revistas.ucp.edu.co/index.php/textosysentidos/article/view/147/144Derechos de autor 2019 Textos y Sentidoshttps://creativecommons.org/licenses/by-nc/4.0/deed.es_ESinfo:eu-repo/semantics/openAccesshttp://purl.org/coar/access_right/c_abf2Textos y Sentidos; Núm. 16 (2017); 143 - 1582215-88202215-8812Users’ emotional interactions with brands in Facebook social network: A content analysis from Valence Arousal Dominance (VAD)Interacciones emocionales de los usuarios con las marcas en la red social Facebook. Un análisis del contenido desde las dimensiones emocionales de Valencia, Activación y Dominancia (VAD)Artículo de revistahttp://purl.org/coar/resource_type/c_6501http://purl.org/coar/resource_type/c_2df8fbb1http://purl.org/coar/version/c_970fb48d4fbd8a85info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionLópez Osorio, Jose AbelDuque Osorio, Ángela BeatrizPublication10785/15387oai:repositorio.ucp.edu.co:10785/153872025-01-27 18:30:52.092metadata.onlyhttps://repositorio.ucp.edu.coRepositorio Institucional de la Universidad Católica de Pereira - RIBUCbdigital@metabiblioteca.com |
| dc.title.eng.fl_str_mv |
Users’ emotional interactions with brands in Facebook social network: A content analysis from Valence Arousal Dominance (VAD) |
| dc.title.spa.fl_str_mv |
Interacciones emocionales de los usuarios con las marcas en la red social Facebook. Un análisis del contenido desde las dimensiones emocionales de Valencia, Activación y Dominancia (VAD) |
| title |
Users’ emotional interactions with brands in Facebook social network: A content analysis from Valence Arousal Dominance (VAD) |
| spellingShingle |
Users’ emotional interactions with brands in Facebook social network: A content analysis from Valence Arousal Dominance (VAD) |
| title_short |
Users’ emotional interactions with brands in Facebook social network: A content analysis from Valence Arousal Dominance (VAD) |
| title_full |
Users’ emotional interactions with brands in Facebook social network: A content analysis from Valence Arousal Dominance (VAD) |
| title_fullStr |
Users’ emotional interactions with brands in Facebook social network: A content analysis from Valence Arousal Dominance (VAD) |
| title_full_unstemmed |
Users’ emotional interactions with brands in Facebook social network: A content analysis from Valence Arousal Dominance (VAD) |
| title_sort |
Users’ emotional interactions with brands in Facebook social network: A content analysis from Valence Arousal Dominance (VAD) |
| description |
Social networks have become an increasingly presentphenomenon in the everyday world of Internet users,which has led brands to decide and take advantage ofthem as a space for direct communication since theycan establish talks with their target group.From a qualitative approach the researchers aimedto develop a descriptive cross-sectional study, whichwas based in content analysis allowing a systematicdescription and interpretation of generated andshared brand messages through Facebook semanticand formal components.The core interest has been establishing emotionalcomponents analysis categories, and determinetheir role as users’ action motivators and their brandcommitment. Based on the results and previouslearning, we tried to compare content effectivenesslevel with the metrics provided by Facebook,establishing possible guidelines in advertisingcommunication strategies. |
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2019 |
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2023-08-30T00:50:45Z |
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2023-08-30T00:50:45Z |
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2019-05-25 |
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Artículo de revista |
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http://purl.org/coar/resource_type/c_2df8fbb1 |
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http://purl.org/coar/resource_type/c_6501 |
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http://purl.org/coar/version/c_970fb48d4fbd8a85 |
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info:eu-repo/semantics/article |
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https://revistas.ucp.edu.co/index.php/textosysentidos/article/view/147 |
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http://hdl.handle.net/10785/15387 |
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https://revistas.ucp.edu.co/index.php/textosysentidos/article/view/147 http://hdl.handle.net/10785/15387 |
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spa |
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spa |
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https://revistas.ucp.edu.co/index.php/textosysentidos/article/view/147/144 |
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Derechos de autor 2019 Textos y Sentidos https://creativecommons.org/licenses/by-nc/4.0/deed.es_ES |
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info:eu-repo/semantics/openAccess |
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Derechos de autor 2019 Textos y Sentidos https://creativecommons.org/licenses/by-nc/4.0/deed.es_ES http://purl.org/coar/access_right/c_abf2 |
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application/pdf |
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Universidad Católica de Pereira |
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Textos y Sentidos; Núm. 16 (2017); 143 - 158 |
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2215-8820 2215-8812 |
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Universidad Católica de Pereira |
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Repositorio Institucional de la Universidad Católica de Pereira - RIBUC |
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bdigital@metabiblioteca.com |
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