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En Facebook el tamaño sí importa: Engagement y el impacto de la longitud del mensaje en las fanpages de las universidades mexicanas
| Content Provider | Semantic Scholar |
|---|---|
| Author | Ureña, Gabriel Valerio Murillo, Natalia Murillo, Dagoberto Herrera Rodríguez-Martínez, María Del Carmen |
| Copyright Year | 2014 |
| Abstract | This In the current society capturing the attention of Internet users is a though challenge. Organizations struggle to obtain their clients’ attention through different actions fields. Social network sites, particularly Facebook, are important spaces to interchange information between organizations and their followers. Universities have been leaders in the use of social network for this specific purpose. Thus, the objective of this research was to explore the impact that text message length (number of characters), posted by fan pages administrators, could have during interactions generated. In order to achieve it, one year publications from 28 of the more important Mexican universities, according to the QS Latin American University Ranking, were monitored. A quantitative study was done with 31,590 post collected. It was made a behavior analysis based on their main indicators (1, 270,621 likes, 80,620 comments generated and 252,399 shares, that is, the number of times that content was shared). Research results allow concluding that text message’s length is a significant factor in interactions. It was found that the most successful messages are, in terms of interaction generated, short and that the message length can increase and generate success if supported by other multimedia resources such as images or links. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://ru.tic.unam.mx/bitstream/handle/123456789/2196/art12_2014.pdf?isAllowed=y&sequence=1 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
