The structure of social networks in IBEX 35 companies
DOI:
https://doi.org/10.25029/od.2021.303.20Keywords:
social networks, blogs, ibex 35, interactivity, conversation, capitalizationAbstract
This research has developed a complete map of the structure of social networks accepted by the companies in the IBEX 35 index. From an exploratory perspective, the way in which these companies include social networks in their communication policy was investigated from their presentation on official web pages to the possible correlation between economic size and channel selection. The main conclusion indicates that the marketing function is predominant for these companies and that the economic size has a positive correlation with the selection of more informative social networks to the detriment of the most conversational ones.
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