El índice de engagement en redes sociales, una medición emergente en la Comunicación académica y organizacional
Barra lateral del artículo
Publicado:
ene. 4, 2019
Palabras clave:
Índice de engagement, métricas, compromiso, redes sociales, marketing
Contenido principal del artículo
Resumen
La investigación sobre los procesos de engagement, también denominado compromiso, involucración o implicación, se ha multiplicado en la última década, convirtiéndose en uno de los principales objetos de estudio sobre redes sociales, tanto en el ámbito académico como empresarial. Su éxito se ha extendido desde el originario campo de las relaciones laborales a otros como el marketing, la psicología, la educación, las campañas electorales o los medios de comunicación. Una mayor implicación conlleva beneficios acordes a cada ámbito como una mayor difusión de los mensajes o un incremento de la productividad laboral. Para su medición en plataformas digitales se ha propuesto tanto la consideración por separado de variables como el número de “Me gusta”, Compartir y Comentar, como la suma directa en diversas fórmulas. El alto número de likes ha producido resultados sesgados de estas mediciones, por lo que se ha propuesto un prorrateo previo de los valores absolutos de cada una de estas variables. Finalmente, el engagement se ha definido como dependiente del contexto, en el caso digital, de factores como el formato, contenido, el momento de publicación y la propia implicación y participación de los administradores de la página.
Descargas
Los datos de descargas todavía no están disponibles.
Detalles del artículo
Cómo citar
Ballesteros-Herencia, C. A. (2019). El índice de engagement en redes sociales, una medición emergente en la Comunicación académica y organizacional. Razón Y Palabra, 22(3_102), 96–124. Recuperado a partir de https://revistarazonypalabra.org/index.php/ryp/article/view/1261
Sección
Monográfico
Citas
Alonso, M. (2015). Las redes sociales como canal de comunicación de las marcas de moda españolas. El caso de Zara, Mango y El Corte Inglés. Index.comunicación, 5(1), 77–105. Recuperado de https://idus.us.es/xmlui/bitstream/handle/11441/48886/lasRedesSocialesComoCanalDeComunicacionDeLasMarcas-5277295.pdf?sequence=1yisAllowed=y
Baird, C., y Parasnis, G. (2011). From social media to social customer relationship management. Strategy y Leadership, 39(5), 30–37. https://doi.org/10.1108/10878571111161507
Ballesteros, C. A. (2017). Movilización en las campañas electorales a través de las redes sociales. Las elecciones generales españolas de 2015. Recuperado de http://uvadoc.uva.es/bitstream/10324/26049/1/movilización_campaña electoral_redes sociales_Ballesteros_IAMCR 2017.pdf
Ballesteros, C. A., y Díez-Garrido, M. (2018). Tenemos que hablar. El Compromiso 2.0 en Facebook durante la cibercampaña española del 20D de 2015. Communication y Society, 31(1), 169–193. https://doi.org/10.15581/003.31.1.169-193
Ballesteros, C. A., Zamora Medina, R., Goulart, M., Sánchez, P., Gil, A., Díez, M., y Muñiz, C. (2017). La interacción entre los candidatos, los partidos y los ciudadanos en Facebook durante la campaña de las elecciones generales de 2015. Un análisis cuantitativo. En J. L. Dader y E. Campos-Domínguez (Eds.), La búsqueda digital del voto. Cibercampañas Electorales en España 2015-16 (pp. 141–195). Valencia: Tirant Lo Blanch.
Barger, V. A., y Labrecque, L. (2013, May 31). An Integrated Marketing Communications Perspective on Social Media Metrics. Recuperado de https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2280132
Bernal, A., y Donoso, M. (2017). Engagement y bienestar en el profesorado universitario. Hacia la delimitación de indicadores evaluativos. Contextos Educativos. Revista de Educación, 0(20), 183. https://doi.org/10.18172/con.2997
Beroiz, J., y Peytibi, X. (2011). El Engagement en Facebook de los candidatos a las elecciones generales. Recuperado de https://www.researchgate.net/publication/303737482
Bonsón, E., y Ratkai, M. (2013). A set of metrics to assess stakeholder engagement and social legitimacy on a corporate Facebook page. Online Information Review, 37(5), 787–803. https://doi.org/10.1108/OIR-03-2012-0054
Bonsón, E., Royo, S., y Ratkai, M. (2015). Citizens’ engagement on local governments’ Facebook sites. An empirical analysis: The impact of different media and content types in Western Europe. Government Information Quarterly, 32(1), 52–62. https://doi.org/10.1016/J.GIQ.2014.11.001
Boulianne, S. (2015). Social media use and participation: a meta-analysis of current research. Information, Communication y Society, 18(5), 524–538. https://doi.org/10.1080/1369118X.2015.1008542
Bowden, J. (2009). The Process of Customer Engagement: A Conceptual Framework. The Journal of Marketing Theory and Practice, 17(1), 63–74. https://doi.org/10.2753/MTP1069-6679170105
Brodie, R. J., Hollebeek, L. D., Jurić, B., y Ilić, A. (2011). Customer Engagement. Journal of Service Research, 14(3), 252–271. https://doi.org/10.1177/1094670511411703
Brodie, R. J., Ilic, A., Juric, B., y Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114. Recuperado de https://econpapers.repec.org/article/eeejbrese/v_3a66_3ay_3a2013_3ai_3a1_3ap_3a105-114.htm
Bronstein, J. (2013). Like me! Analyzing the 2012 presidential candidates’ Facebook pages. Online Information Review, 37(2), 173–192. https://doi.org/https://doi.org/10.1108/OIR-01-2013-0002
Cardenas, A., Ballesteros, C., y Jara, R. (2017). Redes sociales y campañas electorales en Iberoamérica. Un análisis comparativo de los casos de España, México y Chile. Cuadernos.info, 0(41), 19–40. https://doi.org/10.7764/CDI.41.1259
Casero, A. (2007). E-campaña 2007: Internet en las elecciones autonómicas valencianas, VIII Congreso AECPA 2007, 1–18.
Chan-Olmsted, S., Wolter, L.-C., y Wang, R. (2017). Toward a Multidimensional Framework of Media Engagement: Conceptualizing Consumer Experience and Connection with Media Content in a Digital Environment. Media Engagement Framework. Recuperado de https://www.media-management.eu/wp-content/uploads/Chan-Olmsted-Wolter-Wang-2017.-Toward-a-Multidimensional-Framework-of-Media-Engagement.pdf
Coleman, S., y Shane, P. M. (2012). Connecting democracy : online consultation and the flow of political communication. MIT Press. Recuperado de https://www.jstor.org/stable/j.ctt5hhdpk
Dahlgren, P. (2006). Civic participation and practices: Beyond “deliberative democracy.” In N. Carpentier (Ed.), Researching media, democracy and participation (p. 23). Tartu University Press. Recuperado de https://bit.ly/2Hhlg1V
de Aguilera, J., Baños, J., y Ramírez, M. (2016). Consumer Engagement. Una revisión crítica. Telos, 109–122. Recuperado de https://bit.ly/2qpRayG
de Vries, L., Gensler, S., y Leeflang, P. S. H. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83–91. https://doi.org/10.1016/j.intmar.2012.01.003
Dessart, L. (2017). Social media engagement: a model of antecedents and relational outcomes. Journal of Marketing Management, 33(5–6), 375–399. https://doi.org/10.1080/0267257X.2017.1302975
Dolan, R., Conduit, J., Fahy, J., y Goodman, S. (2015). Social media engagement behaviour: a uses and gratifications perspective. Journal of Strategic Marketing, 24(3–4), 261–277. https://doi.org/10.1080/0965254X.2015.1095222
Erat, P., Desouza, K. C., Schí¤fer-Jugel, A., y Kurzawa, M. (2006). Business customer communities and knowledge sharing: exploratory study of critical issues. European Journal of Information Systems, 15(5), 511–524. https://doi.org/10.1057/palgrave.ejis.3000643
Gambetti, R. C., y Graffigna, G. (2010). The Concept of Engagement: A Systematic Analysis of the Ongoing Marketing Debate. International Journal of Market Research, 52(6), 801–826. https://doi.org/10.2501/S147078531020166
Gerodimos, R., y Justinussen, J. (2015). Obama’s 2012 Facebook Campaign: Political Communication in the Age of the Like Button. Journal of Information Technology y Politics, 12(2), 113–132. https://doi.org/: 10.1080/19331681.2014.982266
González, M. T. y Porto, M. (2013). Programas de Cualificación Profesional Inicial: valoraciones e implicación de los alumnos en la Comunidad Autónoma de Murcia Initial Professional Qualification Program: Assessments and engagement of students in the Murcia region, 210–235. https://doi.org/10.4438/1988-592X-RE-2013-EXT-247
Graham, T., Broersma, M., Hazelhoff, K., y van ’t Haar, G. (2013). Between Broadcasting Political Messages and Interacting with Voters: The Use of Twitter during the 2010 UK General Election Campaign. Information, Communication y Society, 16(5), 692–716.
Gummerus, J., Liljander, V., Weman, E., y Pihlstrí¶m, M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857–877. https://doi.org/10.1108/01409171211256578
Halpern, D., Valenzuela, S., y Katz, J. E. (2017). We Face, I Tweet: How Different Social Media Influence Political Participation through Collective and Internal Efficacy. Journal of Computer-Mediated Communication, 22(6), 320–336. https://doi.org/10.1111/jcc4.12198
Harden, L., y Heyman, B. (2009). Digital Engagement. New York: Amacom.
Hart, J., Nailling, E., Bizer, G. Y., y Collins, C. K. (2015). Attachment theory as a framework for explaining engagement with Facebook. Personality and Individual Differences, 77, 33–40. https://doi.org/10.1016/j.paid.2014.12.016
Harter, J. K., Schmidt, F. L., y Hayes, T. L. (2002). Business-unit-level relationship between employee satisfaction, employee engagement, and business outcomes: A meta-analysis. Journal of Applied Psychology, 87(2).
Helpful Technology. (2012). What is digital engagement? | The Digital Engagement Guide. Retrieved February 23, 2018, from https://www.digitalengagement.info/what/
Herrera-Torres, L., Pérez-Tur, F., García-Fernández, J., y Fernández-Gavira, J. (2017). El uso de las redes sociales y el engagement de los clubes de la Liga Endesa ACB. Cuadernos de Psicología Del Deporte, 17(3), 175–182. Recuperado de http://revistas.um.es/cpd/article/viewFile/313981/220991
Herrera Valdés, F. J. (2012). Diseño conceptual de una estrategia de comunicaciones que suscite el compromiso de los colaboradores de Masisa con su propuesta de sostenibilidad. Pontificia Universidad Católica de Chile.
Hoffman, D. L., y Fodor, M. (2010, October 24). Can You Measure the ROI of Your Social Media Marketing? Recuperado de https://papers.ssrn.com/sol3/papers.cfm?abstract_id=1697257
Hoffmann, K. (2013). La salud de los partidos políticos españoles en Facebook. Recuperado de https://bit.ly/2GNYvmV
Hollebeek, L. (2011a). Exploring customer brand engagement: definition and themes. Journal of Strategic Marketing, 19(7), 555–573. https://doi.org/10.1080/0965254X.2011.599493
Hollebeek, L. D. (2011b). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7–8), 785–807. https://doi.org/10.1080/0267257X.2010.500132
Human Level Communications. (2016). ¿Qué es el engagement y cómo mejorarlo? Retrieved February 23, 2018, from https://www.humanlevel.com/diccionario-marketing-online/engagement
Kahn, W. A. (1990). Psychological Conditions of Personal Engagement and Disengagement at Work. Academy of Management Journal, 33(334), 692–724. Recuperado de https://bit.ly/2GPwNWS
Lee, D., Hosanagar, K., Nair Stanford GSB, H. S., Bell, D., Berger, J., Jeffrey, C., Sahni, N. (2015). Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook. Recuperado de https://people.stanford.edu/hnair/sites/default/files/leehosnagarnair_adcontent_july2016.pdf
Lehmann, J., Lalmas, M., Yom-Tov, E., y Dupret, G. (2012). Models of User Engagement (pp. 164–175). Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-31454-4_14
Leung, X. Y. (2012). The Marketing Effectiveness of Hotel Facebook Pages: From Perspectives of Customers and Messages. UNLV Theses, Dissertations, Professional Papers, and Capstones, 1680. Recuperado de http://digitalscholarship.unlv.edu/thesesdissertations
Lev-On, A., y Steinfeld, N. (2015). Local engagement online: Municipal Facebook pages as hubs of interaction. Government Information Quarterly, 32(3), 299–307. https://doi.org/10.1016/J.GIQ.2015.05.007
Lipsman, A., Mudd, G., Aquino, C., y Kemp, P. (2012). The Power of Like. How Social Marketing Works. Recuperado de https://www.comscore.com/content/download/16491/567897/file/The_Power_of_Like_2.pdf
Lovari, A., y Parisi, L. (2015). Listening to digital publics. Investigating citizens’ voices and engagement within Italian municipalities’ Facebook Pages. Public Relations Review, 41, 205–213. https://doi.org/10.1016/j.pubrev.2014.11.013
Luarn, P., Lin, Y.-F., y Chiu, Y.-P. (2015). Influence of Facebook brand-page posts on online engagement. Online Information Review Intelligence yamp; Planning, 39(6), 505–519. Recuperado de https://doi.org/10.1108/OIR-01-2015-0029
Lugo, M. (2016). La vinculación psicológica en el trabajo (engagement), el síndrome de quemarse por el trabajo y el clima organizacional en un grupo de empleados en Puerto Rico. Revista Interamericana de Psicología Ocupacional, 28(1), 7–15.
Macnamara, J., Sakinofsky, P., y Beattie, J. (2012). E-electoral Engagement: How Governments Use Social Media to Engage Voters. Australian Journal of Political Science, 47(4), 623–639. https://doi.org/10.1080/10361146.2012.731491
Martín, V. (2012). Cómo Conseguir Engagement con Tus Seguidores. Retrieved February 8, 2018, from https://victormartinp.com/como-conseguir-engagement-con-tus-seguidores/
Moore, K., y McElroy, J. C. (2012). The influence of personality on Facebook usage, wall postings, and regret. Computers in Human Behavior, 28(1), 267–274. https://doi.org/10.1016/J.CHB.2011.09.009
Mossberger, K., Wu, Y., y Crawford, J. (2013). Connecting citizens and local governments? Social media and interactivity in major U.S. cities. Government Information Quarterly, 30(4), 351–358. https://doi.org/10.1016/j.giq.2013.05.016
Mehra, B., y Robinson, W. C. (2009). The Community Engagement Model in Library and Information Science Education: A Case Study of a Collection Development and Management Course. Journal of Education for Library and Information Science, 5088149(1), 15–38.
Muñiz, C., y Ballesteros, C. (2016). Propuesta metodológica para el análisis de la cibercampaña electoral. En J. L. Dader y E. Campos (Eds.), La cibercampaña en Castilla y León: Elecciones Autonómicas, 2015 (pp. 67–82). Valladolid: Ediciones Universidad de Valladolid.
Muñiz, C., Campos-Domínguez, E., Saldierna, A. R., y Dader, J. L. (2017). Engagement of politicians and citizens in the cyber campaign on Facebook: a comparative analysis between Mexico and Spain. Contemporary Social Science, 1–12. https://doi.org/10.1080/21582041.2017.1367832
Napoli, P. M. (2011). Audience evolution: New technologies and the transformation of media audiences. New York: Columbia University Press.
Niciporuc, T. (2014). Comparative analysis of the engagement rate on Facebook and Google Plus social networks. Proceedings of International Academic Conferences. Recuperado de https://ideas.repec.org/p/sek/iacpro/0902287.html#download
O’Brien, H. L., y Toms, E. G. (2008). What is user engagement? A conceptual framework for defining user engagement with technology. Journal of the American Society for Information Science and Technology, 59(6), 938–955. https://doi.org/https://doi.org/10.1002/asi.20801
Oviedo-García, Á., Muñoz-Expósito, M., Castellanos-Verdugo, M., y Sancho-Mejías, M. (2014). Metric proposal for customer engagement in Facebook. Journal of Research in Interactive Marketing, 8(4), 327–344. Recuperado de https://doi.org/10.1108/JRIM-05-2014-0028
Paine, K. D. (2011). Measure What Matters: Online Tools For Understanding Customers, Social Media, Engagement, And Key Relationships. Hoboken, NJ: John Wiley and Sons. https://doi.org/10.1017/CBO9781107415324.004
Patterson, P., Yu, T., y De Ruyter, K. (2006). Understanding customer engagement in services. In Australia – New Zealand Marketing Academy Conference. Brisbane. Recuperado de https://bit.ly/2JEmT8m
Pedersen, S., Baxter, G., Burnett, S., Goker, A., Corney, D., y Martin, C. (2014). Backchannel chat: Peaks and troughs in a Twitter response to three televised debates during the Scottish Independence Referendum campaign 2014, 7(2), 1753–6766. Recuperado de https://openair.rgu.ac.uk/bitstream/handle/10059/1086/Pedersen ABSWPS 2014 Backchannel.pdf?sequence=1yisAllowed=y
Pennington, N., Winfrey, K. L., Warner, B. R., y Kearney, M. W. (2015). Liking Obama and Romney (on Facebook): An experimental evaluation of political engagement and efficacy during the 2012 general election. Computers in Human Behavior, 44, 279–283. https://doi.org/10.1016/J.CHB.2014.11.032
Cvijikj, I., y Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3(4), 843–861. https://doi.org/10.1007/s13278-013-0098-8
Popat, V. (2012). What Is The Typical Virality Rate For Facebook Posts? Retrieved February 9, 2018, from http://www.vpdm.ca/typical-virality-rate-for-facebook-posts/
Ros, I. (2009). La implicación del estudiante con la Escuela. Revista de Psicodidáctica, 14(1), 79–92. Recuperado de http://www.redalyc.org/pdf/175/17512723006.pdf
Rossi, L., y Giglietto, F. (2016). Twitter Use During TV: A Full-Season Analysis of #serviziopubblico Hashtag. Journal of Broadcasting y Electronic Media, 60(2), 331–346. https://doi.org/10.1080/08838151.2016.1164162
Rossini, C., y Catalina. (2014). Monitorización de redes sociales : un acercamiento exploratorio a las expectativas y necesidades de las empresas en Argentina. Recuperado de http://repositorio.udesa.edu.ar/jspui/handle/10908/2732
Ruiz-Mafe, C., Martí-Parreño, J., y Sanz-Blas, S. (2014). Key drivers of consumer loyalty to Facebook fan pages. Online Information Review, 38(3), 362–380. https://doi.org/10.1108/OIR-05-2013-0101
Sabate, F., Berbegal-Mirabent, J., Cañabate, A., y Lebherz, P. R. (2014). Factors influencing popularity of branded content in Facebook fan pages. European Management Journal, 32(6), 1001–1011. https://doi.org/10.1016/j.emj.2014.05.001
Schaufeli, W. (2013). What is engagement? In Employee Engagement in Theory and Practice (pp. 1–37). https://doi.org/10.15171/ijhpm.2015.12
Shang, R., Chen, Y., y Liao, H. (2006). The value of participation in virtual consumer communities on brand loyalty. Internet Research, 16(4), 398–418. https://doi.org/10.1108/10662240610690025
Skoric, M. M., Zhu, Q., Goh, D., y Pang, N. (2016). Social media and citizen engagement: A meta-analytic review. New Media y Society, 18(9), 1817–1839. https://doi.org/10.1177/1461444815616221
Sobaci, M. Z., y Hatipoǧlu, I. (2017). Measuring the engagement level of political parties with public on Facebook: The case of Turkey. In Proceedings of the 7th International Conference for E-Democracy and Open Government, CeDEM 2017 (pp. 209–216). IEEE. https://doi.org/10.1109/CeDEM.2017.15
Sprott, D., Czellar, S., y Spangenberg, E. (2009). The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale. Journal of Marketing Research, 46(1), 92–104. https://doi.org/10.1509/jmkr.46.1.92
Tarabini, A., Curran, M., Montes, A., y Parcerisa, L. (2015). La vinculación escolar como antídoto del abandono escolar prematuro: explorando el papel del habitus institucional. Profesorado. Revista de Currículum Y Formación de Profesorado, 19(3).
Tarín, A. (2013). Análisis de la gestión de la participación y el “engagement” en redes sociales de las ONG ecologistas. Universidad San Pablo CEU de Madrid. Recuperado de http://dspace.ceu.es/handle/10637/6220
Triantafillidou, A., Lappas, G., Yannas, P., y Kleftodimos, A. (2015). Facebook Engagement and Greek Local Municipal Governments. In P. Parycek y N. Edelmann (Eds.), CeDEM15 Conference for E-Democracy and Open Governement (pp. 39–52). Edition Donau-Universití¤t Krems. Recuperado de https://www.researchgate.net/profile/Noella_Edelmann/publication/282567967_CeDEM15_Proceedings_of_the_International_Conference_for_E-Democracy_and_Open_Government_2015/links/585277e408ae95fd8e1d44d3/CeDEM15-Proceedings-of-the-International-Conference-for-
Túñez, M., y Sixto, J. (2011). Redes sociales, política y Compromiso 2.0: La comunicación de los diputados españoles en Facebook. Revista Latina de Comunicación Social, 66, 210.
Urriola, A. (2012). Engagement 101, estrategias simples pero efectivas para hacer crecer tu reputación en Twitter | absotdigital. Retrieved February 12, 2018, from https://absotdigital.wordpress.com/2012/01/31/engagement-101-estrategias-simples-pero-efectivas-para-hacer-crecer-tu-reputacion-en-twitter/
Valerio, G., Herrera-Murillo, D.G. y Rodríguez-Valera, M.C., (2014). Asociación entre el momento de publicación en las redes sociales y el engagement: estudio de las universidades mexicanas. Palabra Clave, 17 (3), 749–772. https://doi.org/749-772. DOI: 10.5294/ pacla.2014.17.3.8
Valerio, G., Herrera-Murillo, D. J., Villanueva-Puente, F., Herrera-Murillo, N., y Rodríguez-Martínez, M. del C. (2015). The relationship between post formats and digital engagement: A study of the Facebook pages of Mexican universities. RUSC, 12(1), 50–63. https://doi.org/10.7238/rusc.v12i1.1887
van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., y Verhoef, P. C. (2010). Customer Engagement Behavior: Theoretical Foundations and Research Directions. Journal of Service Research, 13(3), 253–266. https://doi.org/10.1177/1094670510375599
Vicente, M. R., y Novo, A. (2014). An empirical analysis of e-participation. The role of social networks and e-government over citizens’ online engagement. Government Information Quarterly, 31(3), 379–387. https://doi.org/10.1016/j.giq.2013.12.006
Videla, J. J., y Piñeiro-Otero, T. (2013). Hacia una “radio social”: Interacción, proyección y repercusión de las cadenas españolas en redes sociales. Icono14, 11(2), 83–113. Recuperado dehttp://ruc.udc.es/dspace/handle/2183/18166
Vivek, S. D., Beatty, S. E., y Morgan, R. M. (2012). Customer Engagement: Exploring Customer Relationships Beyond Purchase. The Journal of Marketing Theory and Practice, 20(2), 122–146. https://doi.org/10.2753/MTP1069-6679200201
Xue, D. (2014). Online media use during 2013 Japanese upper-house election: a content analysis of comments on candidates’ Facebook pages. Keio Communication Review, 36(65), 53–69.
Baird, C., y Parasnis, G. (2011). From social media to social customer relationship management. Strategy y Leadership, 39(5), 30–37. https://doi.org/10.1108/10878571111161507
Ballesteros, C. A. (2017). Movilización en las campañas electorales a través de las redes sociales. Las elecciones generales españolas de 2015. Recuperado de http://uvadoc.uva.es/bitstream/10324/26049/1/movilización_campaña electoral_redes sociales_Ballesteros_IAMCR 2017.pdf
Ballesteros, C. A., y Díez-Garrido, M. (2018). Tenemos que hablar. El Compromiso 2.0 en Facebook durante la cibercampaña española del 20D de 2015. Communication y Society, 31(1), 169–193. https://doi.org/10.15581/003.31.1.169-193
Ballesteros, C. A., Zamora Medina, R., Goulart, M., Sánchez, P., Gil, A., Díez, M., y Muñiz, C. (2017). La interacción entre los candidatos, los partidos y los ciudadanos en Facebook durante la campaña de las elecciones generales de 2015. Un análisis cuantitativo. En J. L. Dader y E. Campos-Domínguez (Eds.), La búsqueda digital del voto. Cibercampañas Electorales en España 2015-16 (pp. 141–195). Valencia: Tirant Lo Blanch.
Barger, V. A., y Labrecque, L. (2013, May 31). An Integrated Marketing Communications Perspective on Social Media Metrics. Recuperado de https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2280132
Bernal, A., y Donoso, M. (2017). Engagement y bienestar en el profesorado universitario. Hacia la delimitación de indicadores evaluativos. Contextos Educativos. Revista de Educación, 0(20), 183. https://doi.org/10.18172/con.2997
Beroiz, J., y Peytibi, X. (2011). El Engagement en Facebook de los candidatos a las elecciones generales. Recuperado de https://www.researchgate.net/publication/303737482
Bonsón, E., y Ratkai, M. (2013). A set of metrics to assess stakeholder engagement and social legitimacy on a corporate Facebook page. Online Information Review, 37(5), 787–803. https://doi.org/10.1108/OIR-03-2012-0054
Bonsón, E., Royo, S., y Ratkai, M. (2015). Citizens’ engagement on local governments’ Facebook sites. An empirical analysis: The impact of different media and content types in Western Europe. Government Information Quarterly, 32(1), 52–62. https://doi.org/10.1016/J.GIQ.2014.11.001
Boulianne, S. (2015). Social media use and participation: a meta-analysis of current research. Information, Communication y Society, 18(5), 524–538. https://doi.org/10.1080/1369118X.2015.1008542
Bowden, J. (2009). The Process of Customer Engagement: A Conceptual Framework. The Journal of Marketing Theory and Practice, 17(1), 63–74. https://doi.org/10.2753/MTP1069-6679170105
Brodie, R. J., Hollebeek, L. D., Jurić, B., y Ilić, A. (2011). Customer Engagement. Journal of Service Research, 14(3), 252–271. https://doi.org/10.1177/1094670511411703
Brodie, R. J., Ilic, A., Juric, B., y Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114. Recuperado de https://econpapers.repec.org/article/eeejbrese/v_3a66_3ay_3a2013_3ai_3a1_3ap_3a105-114.htm
Bronstein, J. (2013). Like me! Analyzing the 2012 presidential candidates’ Facebook pages. Online Information Review, 37(2), 173–192. https://doi.org/https://doi.org/10.1108/OIR-01-2013-0002
Cardenas, A., Ballesteros, C., y Jara, R. (2017). Redes sociales y campañas electorales en Iberoamérica. Un análisis comparativo de los casos de España, México y Chile. Cuadernos.info, 0(41), 19–40. https://doi.org/10.7764/CDI.41.1259
Casero, A. (2007). E-campaña 2007: Internet en las elecciones autonómicas valencianas, VIII Congreso AECPA 2007, 1–18.
Chan-Olmsted, S., Wolter, L.-C., y Wang, R. (2017). Toward a Multidimensional Framework of Media Engagement: Conceptualizing Consumer Experience and Connection with Media Content in a Digital Environment. Media Engagement Framework. Recuperado de https://www.media-management.eu/wp-content/uploads/Chan-Olmsted-Wolter-Wang-2017.-Toward-a-Multidimensional-Framework-of-Media-Engagement.pdf
Coleman, S., y Shane, P. M. (2012). Connecting democracy : online consultation and the flow of political communication. MIT Press. Recuperado de https://www.jstor.org/stable/j.ctt5hhdpk
Dahlgren, P. (2006). Civic participation and practices: Beyond “deliberative democracy.” In N. Carpentier (Ed.), Researching media, democracy and participation (p. 23). Tartu University Press. Recuperado de https://bit.ly/2Hhlg1V
de Aguilera, J., Baños, J., y Ramírez, M. (2016). Consumer Engagement. Una revisión crítica. Telos, 109–122. Recuperado de https://bit.ly/2qpRayG
de Vries, L., Gensler, S., y Leeflang, P. S. H. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83–91. https://doi.org/10.1016/j.intmar.2012.01.003
Dessart, L. (2017). Social media engagement: a model of antecedents and relational outcomes. Journal of Marketing Management, 33(5–6), 375–399. https://doi.org/10.1080/0267257X.2017.1302975
Dolan, R., Conduit, J., Fahy, J., y Goodman, S. (2015). Social media engagement behaviour: a uses and gratifications perspective. Journal of Strategic Marketing, 24(3–4), 261–277. https://doi.org/10.1080/0965254X.2015.1095222
Erat, P., Desouza, K. C., Schí¤fer-Jugel, A., y Kurzawa, M. (2006). Business customer communities and knowledge sharing: exploratory study of critical issues. European Journal of Information Systems, 15(5), 511–524. https://doi.org/10.1057/palgrave.ejis.3000643
Gambetti, R. C., y Graffigna, G. (2010). The Concept of Engagement: A Systematic Analysis of the Ongoing Marketing Debate. International Journal of Market Research, 52(6), 801–826. https://doi.org/10.2501/S147078531020166
Gerodimos, R., y Justinussen, J. (2015). Obama’s 2012 Facebook Campaign: Political Communication in the Age of the Like Button. Journal of Information Technology y Politics, 12(2), 113–132. https://doi.org/: 10.1080/19331681.2014.982266
González, M. T. y Porto, M. (2013). Programas de Cualificación Profesional Inicial: valoraciones e implicación de los alumnos en la Comunidad Autónoma de Murcia Initial Professional Qualification Program: Assessments and engagement of students in the Murcia region, 210–235. https://doi.org/10.4438/1988-592X-RE-2013-EXT-247
Graham, T., Broersma, M., Hazelhoff, K., y van ’t Haar, G. (2013). Between Broadcasting Political Messages and Interacting with Voters: The Use of Twitter during the 2010 UK General Election Campaign. Information, Communication y Society, 16(5), 692–716.
Gummerus, J., Liljander, V., Weman, E., y Pihlstrí¶m, M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857–877. https://doi.org/10.1108/01409171211256578
Halpern, D., Valenzuela, S., y Katz, J. E. (2017). We Face, I Tweet: How Different Social Media Influence Political Participation through Collective and Internal Efficacy. Journal of Computer-Mediated Communication, 22(6), 320–336. https://doi.org/10.1111/jcc4.12198
Harden, L., y Heyman, B. (2009). Digital Engagement. New York: Amacom.
Hart, J., Nailling, E., Bizer, G. Y., y Collins, C. K. (2015). Attachment theory as a framework for explaining engagement with Facebook. Personality and Individual Differences, 77, 33–40. https://doi.org/10.1016/j.paid.2014.12.016
Harter, J. K., Schmidt, F. L., y Hayes, T. L. (2002). Business-unit-level relationship between employee satisfaction, employee engagement, and business outcomes: A meta-analysis. Journal of Applied Psychology, 87(2).
Helpful Technology. (2012). What is digital engagement? | The Digital Engagement Guide. Retrieved February 23, 2018, from https://www.digitalengagement.info/what/
Herrera-Torres, L., Pérez-Tur, F., García-Fernández, J., y Fernández-Gavira, J. (2017). El uso de las redes sociales y el engagement de los clubes de la Liga Endesa ACB. Cuadernos de Psicología Del Deporte, 17(3), 175–182. Recuperado de http://revistas.um.es/cpd/article/viewFile/313981/220991
Herrera Valdés, F. J. (2012). Diseño conceptual de una estrategia de comunicaciones que suscite el compromiso de los colaboradores de Masisa con su propuesta de sostenibilidad. Pontificia Universidad Católica de Chile.
Hoffman, D. L., y Fodor, M. (2010, October 24). Can You Measure the ROI of Your Social Media Marketing? Recuperado de https://papers.ssrn.com/sol3/papers.cfm?abstract_id=1697257
Hoffmann, K. (2013). La salud de los partidos políticos españoles en Facebook. Recuperado de https://bit.ly/2GNYvmV
Hollebeek, L. (2011a). Exploring customer brand engagement: definition and themes. Journal of Strategic Marketing, 19(7), 555–573. https://doi.org/10.1080/0965254X.2011.599493
Hollebeek, L. D. (2011b). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7–8), 785–807. https://doi.org/10.1080/0267257X.2010.500132
Human Level Communications. (2016). ¿Qué es el engagement y cómo mejorarlo? Retrieved February 23, 2018, from https://www.humanlevel.com/diccionario-marketing-online/engagement
Kahn, W. A. (1990). Psychological Conditions of Personal Engagement and Disengagement at Work. Academy of Management Journal, 33(334), 692–724. Recuperado de https://bit.ly/2GPwNWS
Lee, D., Hosanagar, K., Nair Stanford GSB, H. S., Bell, D., Berger, J., Jeffrey, C., Sahni, N. (2015). Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook. Recuperado de https://people.stanford.edu/hnair/sites/default/files/leehosnagarnair_adcontent_july2016.pdf
Lehmann, J., Lalmas, M., Yom-Tov, E., y Dupret, G. (2012). Models of User Engagement (pp. 164–175). Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-31454-4_14
Leung, X. Y. (2012). The Marketing Effectiveness of Hotel Facebook Pages: From Perspectives of Customers and Messages. UNLV Theses, Dissertations, Professional Papers, and Capstones, 1680. Recuperado de http://digitalscholarship.unlv.edu/thesesdissertations
Lev-On, A., y Steinfeld, N. (2015). Local engagement online: Municipal Facebook pages as hubs of interaction. Government Information Quarterly, 32(3), 299–307. https://doi.org/10.1016/J.GIQ.2015.05.007
Lipsman, A., Mudd, G., Aquino, C., y Kemp, P. (2012). The Power of Like. How Social Marketing Works. Recuperado de https://www.comscore.com/content/download/16491/567897/file/The_Power_of_Like_2.pdf
Lovari, A., y Parisi, L. (2015). Listening to digital publics. Investigating citizens’ voices and engagement within Italian municipalities’ Facebook Pages. Public Relations Review, 41, 205–213. https://doi.org/10.1016/j.pubrev.2014.11.013
Luarn, P., Lin, Y.-F., y Chiu, Y.-P. (2015). Influence of Facebook brand-page posts on online engagement. Online Information Review Intelligence yamp; Planning, 39(6), 505–519. Recuperado de https://doi.org/10.1108/OIR-01-2015-0029
Lugo, M. (2016). La vinculación psicológica en el trabajo (engagement), el síndrome de quemarse por el trabajo y el clima organizacional en un grupo de empleados en Puerto Rico. Revista Interamericana de Psicología Ocupacional, 28(1), 7–15.
Macnamara, J., Sakinofsky, P., y Beattie, J. (2012). E-electoral Engagement: How Governments Use Social Media to Engage Voters. Australian Journal of Political Science, 47(4), 623–639. https://doi.org/10.1080/10361146.2012.731491
Martín, V. (2012). Cómo Conseguir Engagement con Tus Seguidores. Retrieved February 8, 2018, from https://victormartinp.com/como-conseguir-engagement-con-tus-seguidores/
Moore, K., y McElroy, J. C. (2012). The influence of personality on Facebook usage, wall postings, and regret. Computers in Human Behavior, 28(1), 267–274. https://doi.org/10.1016/J.CHB.2011.09.009
Mossberger, K., Wu, Y., y Crawford, J. (2013). Connecting citizens and local governments? Social media and interactivity in major U.S. cities. Government Information Quarterly, 30(4), 351–358. https://doi.org/10.1016/j.giq.2013.05.016
Mehra, B., y Robinson, W. C. (2009). The Community Engagement Model in Library and Information Science Education: A Case Study of a Collection Development and Management Course. Journal of Education for Library and Information Science, 5088149(1), 15–38.
Muñiz, C., y Ballesteros, C. (2016). Propuesta metodológica para el análisis de la cibercampaña electoral. En J. L. Dader y E. Campos (Eds.), La cibercampaña en Castilla y León: Elecciones Autonómicas, 2015 (pp. 67–82). Valladolid: Ediciones Universidad de Valladolid.
Muñiz, C., Campos-Domínguez, E., Saldierna, A. R., y Dader, J. L. (2017). Engagement of politicians and citizens in the cyber campaign on Facebook: a comparative analysis between Mexico and Spain. Contemporary Social Science, 1–12. https://doi.org/10.1080/21582041.2017.1367832
Napoli, P. M. (2011). Audience evolution: New technologies and the transformation of media audiences. New York: Columbia University Press.
Niciporuc, T. (2014). Comparative analysis of the engagement rate on Facebook and Google Plus social networks. Proceedings of International Academic Conferences. Recuperado de https://ideas.repec.org/p/sek/iacpro/0902287.html#download
O’Brien, H. L., y Toms, E. G. (2008). What is user engagement? A conceptual framework for defining user engagement with technology. Journal of the American Society for Information Science and Technology, 59(6), 938–955. https://doi.org/https://doi.org/10.1002/asi.20801
Oviedo-García, Á., Muñoz-Expósito, M., Castellanos-Verdugo, M., y Sancho-Mejías, M. (2014). Metric proposal for customer engagement in Facebook. Journal of Research in Interactive Marketing, 8(4), 327–344. Recuperado de https://doi.org/10.1108/JRIM-05-2014-0028
Paine, K. D. (2011). Measure What Matters: Online Tools For Understanding Customers, Social Media, Engagement, And Key Relationships. Hoboken, NJ: John Wiley and Sons. https://doi.org/10.1017/CBO9781107415324.004
Patterson, P., Yu, T., y De Ruyter, K. (2006). Understanding customer engagement in services. In Australia – New Zealand Marketing Academy Conference. Brisbane. Recuperado de https://bit.ly/2JEmT8m
Pedersen, S., Baxter, G., Burnett, S., Goker, A., Corney, D., y Martin, C. (2014). Backchannel chat: Peaks and troughs in a Twitter response to three televised debates during the Scottish Independence Referendum campaign 2014, 7(2), 1753–6766. Recuperado de https://openair.rgu.ac.uk/bitstream/handle/10059/1086/Pedersen ABSWPS 2014 Backchannel.pdf?sequence=1yisAllowed=y
Pennington, N., Winfrey, K. L., Warner, B. R., y Kearney, M. W. (2015). Liking Obama and Romney (on Facebook): An experimental evaluation of political engagement and efficacy during the 2012 general election. Computers in Human Behavior, 44, 279–283. https://doi.org/10.1016/J.CHB.2014.11.032
Cvijikj, I., y Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3(4), 843–861. https://doi.org/10.1007/s13278-013-0098-8
Popat, V. (2012). What Is The Typical Virality Rate For Facebook Posts? Retrieved February 9, 2018, from http://www.vpdm.ca/typical-virality-rate-for-facebook-posts/
Ros, I. (2009). La implicación del estudiante con la Escuela. Revista de Psicodidáctica, 14(1), 79–92. Recuperado de http://www.redalyc.org/pdf/175/17512723006.pdf
Rossi, L., y Giglietto, F. (2016). Twitter Use During TV: A Full-Season Analysis of #serviziopubblico Hashtag. Journal of Broadcasting y Electronic Media, 60(2), 331–346. https://doi.org/10.1080/08838151.2016.1164162
Rossini, C., y Catalina. (2014). Monitorización de redes sociales : un acercamiento exploratorio a las expectativas y necesidades de las empresas en Argentina. Recuperado de http://repositorio.udesa.edu.ar/jspui/handle/10908/2732
Ruiz-Mafe, C., Martí-Parreño, J., y Sanz-Blas, S. (2014). Key drivers of consumer loyalty to Facebook fan pages. Online Information Review, 38(3), 362–380. https://doi.org/10.1108/OIR-05-2013-0101
Sabate, F., Berbegal-Mirabent, J., Cañabate, A., y Lebherz, P. R. (2014). Factors influencing popularity of branded content in Facebook fan pages. European Management Journal, 32(6), 1001–1011. https://doi.org/10.1016/j.emj.2014.05.001
Schaufeli, W. (2013). What is engagement? In Employee Engagement in Theory and Practice (pp. 1–37). https://doi.org/10.15171/ijhpm.2015.12
Shang, R., Chen, Y., y Liao, H. (2006). The value of participation in virtual consumer communities on brand loyalty. Internet Research, 16(4), 398–418. https://doi.org/10.1108/10662240610690025
Skoric, M. M., Zhu, Q., Goh, D., y Pang, N. (2016). Social media and citizen engagement: A meta-analytic review. New Media y Society, 18(9), 1817–1839. https://doi.org/10.1177/1461444815616221
Sobaci, M. Z., y Hatipoǧlu, I. (2017). Measuring the engagement level of political parties with public on Facebook: The case of Turkey. In Proceedings of the 7th International Conference for E-Democracy and Open Government, CeDEM 2017 (pp. 209–216). IEEE. https://doi.org/10.1109/CeDEM.2017.15
Sprott, D., Czellar, S., y Spangenberg, E. (2009). The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale. Journal of Marketing Research, 46(1), 92–104. https://doi.org/10.1509/jmkr.46.1.92
Tarabini, A., Curran, M., Montes, A., y Parcerisa, L. (2015). La vinculación escolar como antídoto del abandono escolar prematuro: explorando el papel del habitus institucional. Profesorado. Revista de Currículum Y Formación de Profesorado, 19(3).
Tarín, A. (2013). Análisis de la gestión de la participación y el “engagement” en redes sociales de las ONG ecologistas. Universidad San Pablo CEU de Madrid. Recuperado de http://dspace.ceu.es/handle/10637/6220
Triantafillidou, A., Lappas, G., Yannas, P., y Kleftodimos, A. (2015). Facebook Engagement and Greek Local Municipal Governments. In P. Parycek y N. Edelmann (Eds.), CeDEM15 Conference for E-Democracy and Open Governement (pp. 39–52). Edition Donau-Universití¤t Krems. Recuperado de https://www.researchgate.net/profile/Noella_Edelmann/publication/282567967_CeDEM15_Proceedings_of_the_International_Conference_for_E-Democracy_and_Open_Government_2015/links/585277e408ae95fd8e1d44d3/CeDEM15-Proceedings-of-the-International-Conference-for-
Túñez, M., y Sixto, J. (2011). Redes sociales, política y Compromiso 2.0: La comunicación de los diputados españoles en Facebook. Revista Latina de Comunicación Social, 66, 210.
Urriola, A. (2012). Engagement 101, estrategias simples pero efectivas para hacer crecer tu reputación en Twitter | absotdigital. Retrieved February 12, 2018, from https://absotdigital.wordpress.com/2012/01/31/engagement-101-estrategias-simples-pero-efectivas-para-hacer-crecer-tu-reputacion-en-twitter/
Valerio, G., Herrera-Murillo, D.G. y Rodríguez-Valera, M.C., (2014). Asociación entre el momento de publicación en las redes sociales y el engagement: estudio de las universidades mexicanas. Palabra Clave, 17 (3), 749–772. https://doi.org/749-772. DOI: 10.5294/ pacla.2014.17.3.8
Valerio, G., Herrera-Murillo, D. J., Villanueva-Puente, F., Herrera-Murillo, N., y Rodríguez-Martínez, M. del C. (2015). The relationship between post formats and digital engagement: A study of the Facebook pages of Mexican universities. RUSC, 12(1), 50–63. https://doi.org/10.7238/rusc.v12i1.1887
van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., y Verhoef, P. C. (2010). Customer Engagement Behavior: Theoretical Foundations and Research Directions. Journal of Service Research, 13(3), 253–266. https://doi.org/10.1177/1094670510375599
Vicente, M. R., y Novo, A. (2014). An empirical analysis of e-participation. The role of social networks and e-government over citizens’ online engagement. Government Information Quarterly, 31(3), 379–387. https://doi.org/10.1016/j.giq.2013.12.006
Videla, J. J., y Piñeiro-Otero, T. (2013). Hacia una “radio social”: Interacción, proyección y repercusión de las cadenas españolas en redes sociales. Icono14, 11(2), 83–113. Recuperado dehttp://ruc.udc.es/dspace/handle/2183/18166
Vivek, S. D., Beatty, S. E., y Morgan, R. M. (2012). Customer Engagement: Exploring Customer Relationships Beyond Purchase. The Journal of Marketing Theory and Practice, 20(2), 122–146. https://doi.org/10.2753/MTP1069-6679200201
Xue, D. (2014). Online media use during 2013 Japanese upper-house election: a content analysis of comments on candidates’ Facebook pages. Keio Communication Review, 36(65), 53–69.