Use of Twitter in Spanish Communication Journals

Victoria Tur-Viñes, Jesús Segarra-Saavedra and Tatiana Hidalgo-Marí
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Victoria Tur-Viñes: University of Alicante, 03690 San Vicente del Raspeig, Alicante, Spain
Jesús Segarra-Saavedra: International University of La Rioja, 26006 Logroño, La Rioja, Spain
Tatiana Hidalgo-Marí: University of Alicante, 03690 San Vicente del Raspeig, Alicante, Spain

Publications, 2018, vol. 6, issue 3, 1-10

Abstract: This is an exploratory study on the Twitter profiles managed by 30 Spanish Communication journals. The aim is to analyse the profile management, to identify the features of the most interactive content, and to propose effective practices motivating strategic management. The management variables considered were the following: the launch date of the journal and launch of the Twitter profile; published content and frequency of publication; number of publications in 2016; number of Twitter followers. The identification of the features of the most interactive tweets was performed in a 150-unit sample, taking into consideration the following factors: the number of retweets, likes, type of content (motivation), components forming the content, the date and time of publication, and origin of the publication (internal or unrelated). The results reveal notable practices and certain deficiencies in the strategic management of social profiles. Twitter represents an innovative opportunity in scientific dissemination, and it establishes an inalienable strategy for creating and maintaining the brand-journal while retaining the need to strengthen followers’ reciprocity. Other potential uses are suggested.

Keywords: scientific communication; scientific dissemination; research; social networks; journal; social media; Twitter; scholarly journal; Spain (search for similar items in EconPapers)
JEL-codes: A2 D83 L82 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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