Interactive communication of Chilean companies on Facebook:

a comparative study with Latin American companies

Authors

DOI:

https://doi.org/10.25029/od.2021.281.20

Keywords:

corporate communication, social networks, interactivity, companies, Facebook

Abstract

The objective of this study is to analyze how Chilean companies manage interactive communication with their audiences on Facebook. 29,000 posts from 135 company profiles were analyzed through a comparative study with Latin American companies. The selected categories were the communication approach, information resources, interaction level and interaction rate. The results show that the dissemination of information is mainly unidirectional and not very interactive. The study shows that companies in Chile and Latin America promote visibility instead of managing interactive communication in this social network.

Author Biography

Ileana Zeler, Universitat Autònoma de Barcelona (Spain)

Ileana Zeler is a Serra Hunter Fellow in the Department of Advertising, Public Relations and Audiovisual Communication at Universitat Autònoma de Barcelona and and guest professor in Spanish and Latin American universities. She is author of several articles in international scientific journals. Her research is focused on organizational communication, public relations, corporate social responsibility, and social media. She is also Organizational and Strategic Communication Representative by the YECREA.

Las redes sociales en la comunicación: un tema de discusión constante

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Published

2021-01-28

How to Cite

Zeler, I. (2021). Interactive communication of Chilean companies on Facebook:: a comparative study with Latin American companies. Obra Digital, (20). https://doi.org/10.25029/od.2021.281.20

Issue

No. 20 (2021): Social media in communication: a constant topic of discussion

Section

Monographic

License

Obra Digital uses a Creative Commons International licence 4.0 

Copyright for authors

Creative Commons.org Licenses 4.0