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...

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2019
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Universidad Católica de Pereira
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Repositorio Institucional - RIBUC
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spa
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oai:repositorio.ucp.edu.co:10785/11689
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https://revistas.ucp.edu.co/index.php/textosysentidos/article/view/147
http://hdl.handle.net/10785/11689
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Derechos de autor 2019 Textos y Sentidos
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oai_identifier_str oai:repositorio.ucp.edu.co:10785/11689
network_acronym_str RepoRIBUC
network_name_str Repositorio Institucional - RIBUC
repository_id_str
spelling Users’ 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)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.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.Universidad Católica de Pereira2022-06-01T19:58:20Z2022-06-01T19:58:20Z2019-05-25Artículo de revistahttp://purl.org/coar/resource_type/c_6501http://purl.org/coar/version/c_970fb48d4fbd8a85info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionhttp://purl.org/coar/resource_type/c_2df8fbb1application/pdfhttps://revistas.ucp.edu.co/index.php/textosysentidos/article/view/147http://hdl.handle.net/10785/11689Textos y Sentidos; Núm. 16 (2017); 143 - 1582215-88202215-8812spahttps://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_EShttps://creativecommons.org/licenses/by-nc/4.0/deed.es_ESinfo:eu-repo/semantics/openAccesshttp://purl.org/coar/access_right/c_abf2López Osorio, Jose AbelDuque Osorio, Ángela Beatrizoai:repositorio.ucp.edu.co:10785/116892025-01-27T23:59:29Z
dc.title.none.fl_str_mv Users’ 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)
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.
publishDate 2019
dc.date.none.fl_str_mv 2019-05-25
2022-06-01T19:58:20Z
2022-06-01T19:58:20Z
dc.type.none.fl_str_mv Artículo de revista
http://purl.org/coar/resource_type/c_6501
http://purl.org/coar/version/c_970fb48d4fbd8a85
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
dc.type.coar.fl_str_mv http://purl.org/coar/resource_type/c_2df8fbb1
status_str publishedVersion
dc.identifier.none.fl_str_mv https://revistas.ucp.edu.co/index.php/textosysentidos/article/view/147
http://hdl.handle.net/10785/11689
url https://revistas.ucp.edu.co/index.php/textosysentidos/article/view/147
http://hdl.handle.net/10785/11689
dc.language.none.fl_str_mv spa
language spa
dc.relation.none.fl_str_mv https://revistas.ucp.edu.co/index.php/textosysentidos/article/view/147/144
dc.rights.none.fl_str_mv Derechos de autor 2019 Textos y Sentidos
https://creativecommons.org/licenses/by-nc/4.0/deed.es_ES
https://creativecommons.org/licenses/by-nc/4.0/deed.es_ES
info:eu-repo/semantics/openAccess
http://purl.org/coar/access_right/c_abf2
rights_invalid_str_mv 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
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidad Católica de Pereira
publisher.none.fl_str_mv Universidad Católica de Pereira
dc.source.none.fl_str_mv Textos y Sentidos; Núm. 16 (2017); 143 - 158
2215-8820
2215-8812
institution Universidad Católica de Pereira
repository.name.fl_str_mv
repository.mail.fl_str_mv
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