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

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

ISSN: 2695-9933

Année de publication: 2022

Volumen: 11

Número: Monográfico

Pages: 1-10

Type: Article

DOI: 10.37467/REVTECHNO.V11.4386 GOOGLE SCHOLAR lock_openAccès ouvert editor

D'autres publications dans: TECHNO REVIEW. International Technology, Science and Society Review /Revista Internacional de Tecnología, Ciencia y Sociedad

Résumé

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.

Références bibliographiques

  • Alemany, R., & Ayuso, M. (2021). Calidad de Vida de Los Adultos Mayores en España y Europa. Risckcenter- Universitat de Barcelona: Barcelona, España.
  • Anger, I., & Kittl, C. (2011). Measuring influence on Twitter. ACM International Conference Proceeding Series, 1. https://doi.org/10.1145/2024288.2024326
  • Arroyo, I., Miguel, B., & Rodríguez, T. (2012). Modelo de investigación de las piezas audiovisuales de las organizaciones del tercer sector en redes sociales 1. Paper presented at the III Congrés Internacional Associació Espanyola d’Investigació de La Comunicació, Tarragona, Spain, pp. 1-18. https://doi. org/10.7195/ri14.v16i2.1189
  • Arroyo-Almaraz, I., & Mendoza, S. C. (2018). Los community managers de las ONGD. Estudio de percepciones y usos de las redes sociales. Revista ICONO 14. Revista científica de Comunicación y Tecnologías emergentes, 16(2), 121-142.
  • Carrasco-Polaino, R., Villar-Cirujano, E., & Martín-Cárdaba, M. (2018). Artivism and NGO: Relationship between image and ‘engagement’ in Instagram. [Artivismo y ONG: Relación entre imagen y «engagement» en Instagram]. Comunicar, 57, 29-38. https://doi.org/10.3916/C57-2018-03
  • DePaul, V. G., Parniak, S., Nguyen, P., Hand, C., Letts, L., McGrath, C., & Donnelly, C. (2022). Identification and engagement of naturally occurring retirement communities to support healthy aging in Canada: A set of methods for replication. BMC Geriatrics, 22(1), 1-13. https://doi.org/10.1186/s12877-022-03045-z
  • Dumitrica, D. (2021). Integrating Social Media in NGO Strategic Communication: Lessons From Dutch NGOs’ Communication Practices. In Global Perspectives on NGO Communication for Social Change (pp. 73-89). Routledge. https://doi.org/10.4324/9781003188636-6
  • Galiano-Coronil, A., & Mier Terán-Franco, J. J. (2019). The use of social digital networks by NGDO from a social marketing perspective. Social Sciences, 8(6), 192. https://doi.org/10.3390/socsci8060192
  • Global NGO Technology Report 2019 (2019) Nonprofit Tech for Good Funraise, Inc, Costa Mesa, California, Estados Unidos de América. https://bit.ly/3zfTVHS
  • Grupo Antevenio. (2015, August 25). ONG de Tercera edad voluntariado. https://bit.ly/3wLcnGU Guía de Mayores. (2015, July 20). Guía de mayores. https://bit.ly/3LMqWxZ
  • IAB España (2022). Estudio Anual Redes Sociales 2022. Mayo 2022. https://bit.ly/3M90grH
  • Laurence, C. (2017). How Do I Calculate My Engagement Rate on Instagram? Plann. https://bit.ly/2mdcxlG
  • Li, Y., Shin, J., Sun, J., Kim, H. M., Qu, Y., & Yang, A. (2021). Organizational sensemaking in tough times: The ecology of NGOs’ COVID-19 issue discourse communities on social media. Computers in human behavior, 122, 106838. https://doi.org/10.1016/j.chb.2021.106838
  • Loria, S. (2020). Textblob Documentation. https://bit.ly/3wLLxxd
  • MacFarland, T. W., & Yates, J. M. (2016). Mann–Whitney U Test. In Introduction to Nonparametric Statistics for the Biological Sciences Using R (pp. 103–132). Springer International Publishing. https://doi. org/10.1007/978-3-319-30634-6_4
  • Massey, F. J. (1951). The Kolmogorov-Smirnov Test for Goodness of Fit. Journal of the American Statistical Association, 46(253), 68-78. https://doi.org/10.1080/01621459.1951.10500769
  • Plataforma del Voluntariado de España (2020). La acción voluntaria en 2020. Voluntariado en tiempos de pandemia, Ministerio de sanidad, consumo y bienestar social.
  • Tarazona-Belenguer, N., Ampuero-Canellas, O., & Gonzalez-del-Rio, J. (2020). Errores en el uso de la marca como foto de perfil en redes sociales: análisis de 49 ONG españolas. Gráfica, 8(16), 21-28. https://doi. org/10.5565/rev/grafica.176
  • Štuopytė, E. (2022). Towards Sustainability: The Involvement of the Elderly in the Educational Activities of NGOs in Lithuania. Sustainability, 14(4), 2095. https://doi.org/10.3390/su14042095
  • Wut, T. M., Lau, C. Y. L., & Chan, W. T. (2022). Share, Comment, and Like on Facebook and Message Strategies of Non-Governmental organizations. SAGE Open, 12(1). https://doi.org/10.1177/21582440221079876