Presencia y engagement en instagram de las ONG de personas mayores en España

  1. Carrasco Polaino, Rafael 1
  2. Pedreño Santos, Ana 1
  1. 1 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

Aldizkaria:
TECHNO REVIEW. International Technology, Science and Society Review /Revista Internacional de Tecnología, Ciencia y Sociedad

ISSN: 2695-9933

Argitalpen urtea: 2022

Alea: 11

Zenbakia: Monográfico

Orrialdeak: 1-10

Mota: Artikulua

DOI: 10.37467/REVTECHNO.V11.4386 GOOGLE SCHOLAR lock_openSarbide irekia editor

Beste argitalpen batzuk: TECHNO REVIEW. International Technology, Science and Society Review /Revista Internacional de Tecnología, Ciencia y Sociedad

Laburpena

This research analyses the communication that Spanish NGO that focus their activityon helping older people carry out through the social network Instagram, in order toanalyse the format, polarity and objectivity of the messages published and relate eachone of these variables with the engagement generated. The analysis of 37,916 postsshows that there is greater engagement in images than in videos and in commentswith a positive sentiment and objective character. The main conclusion is the needfor development of the communication of these NGO on Instagram.

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