Exploring What Audience Engagement Means for Media Companies

  1. Medina, Mercedes 1
  2. Portilla, Idoia 1
  3. Pereira, Tatiana 1
  1. 1 Universidad de Navarra
    info

    Universidad de Navarra

    Pamplona, España

    ROR https://ror.org/02rxc7m23

Revista:
Revista de comunicación

ISSN: 1684-0933,  2227-1465

Año de publicación: 2023

Volumen: 22

Número: 2

Páginas: 339-352

Tipo: Artículo

DOI: 10.26441/RC22.2-2023-3159 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Revista de comunicación

Resumen

En los últimos tiempos, la investigación y la industria han puesto un énfasis especial en el concepto de engagement y la literatura académica al respecto es extensa. A pesar de que la lealtad y el compromiso son la piedra angular de los medios de comunicación, no todas las empresas han desarrollado estrategias para involucrar aún más a la audiencia en los contenidos. Para las compañías de medios contar con la participación de la audiencia plantea un doble dilema. El reto de garantizar su propuesta de valor basada en sus principios configuradores o acoger pareceres y criterios de personas ajenas a las compañías y sin cualificación. Por tanto, hace falta una reflexión para analizar en qué medida estrategias encaminadas a aumentar el engagement contribuyen a extender el valor de la marca de las empresas de comunicación. Con este dilema y tras un repaso de la literatura más reciente, elaboramos un cuestionario para conocer cómo definían y cómo medían el engagement profesionales y gestores de compañías de comunicación de sectores diferentes. Tras el estudio realizado, concluimos que para las compañías cuyo core business está vinculado al entorno digital, la cercanía con las audiencias es mayor que los medios tradicionales o aquellas compañías como las productoras audiovisuales, cuyo negocio se dirige a otras empresas en lugar del público final.

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