Social Media Interactivity: A Case Study

By Joan Francesc Fondevila Gascón and Ana Beriain Banares.

Published by The International Journal of Interdisciplinary Studies in Communication

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The social networking phenomenon starts generating various investigations, but so far none has raised the relationships among users of a social network from the behavioral and psychological point of view. To this end, we have conducted an empirical study based on simulated profiles in Facebook, relevant social network due to the amount of available users and for its IPO. From imaginary profiles, we analyze the types of other Facebook users that are added, which can inspire ecommerce strategies related to digital newspapers.

Keywords: Interactivity, Social Networking, Internet, Journalism, Commerce, Facebook

The International Journal of Interdisciplinary Studies in Communication, Volume 7, Issue 1, pp.45-61. Article: Print (Spiral Bound). Article: Electronic (PDF File; 314.279KB).

Dr. Joan Francesc Fondevila Gascón

Universidad Abat Oliba CEU (UAO), Barcelona, Spain

Joan Francesc Fondevila Gascón has a PhD in Journalism (Universitat Autònoma de Barcelona, UAB), a degree in Information Sciences, a degree in Political Sciences and Sociology, a masters in Communication Research, a masters in Communication Sciences and a masters in Sport and Communication. He is the Director and professor of the Communication Sciences Department at the Universitat Abat Oliba CEU (UAO), and is professor at the Universitat Oberta de Catalunya (UOC) and Universitat de Girona (UdG). He is the Director of Digital Communication and New Technologies UAO university master, as well as the CECABLE (Cable Studies Center) director. He has published numerous books and scientific articles about communication, journalism, telecommunications, Internet, marketing and education. He has received the Cable Gold Award (First International Meeting on Cable Telecommunications Networks), the UAO Gold Medal and many other awards. He is the principal researcher of the Research Group about Digital Journalism and Broadband (UAO) and he collaborates with journals and mass media in Godó Group, Prisa Group, Z Group, Avui, Triple Play and others as an expert in his field.

Dra. Ana Beriain Banares

Universitat Abat Oliba CEU (UAO), Barcelona, Spain

Ana Beriain has a PhD in Communication (Universitat Ramon Llull) and a degree in Information Sciences from the Universitat Autónoma de Barcelona (UAB); she developed her career in market research institutes and multinational companies (CIAC, Institute DYM and Millward Brown) as the Quantitative Research Director from 1983 to 2004. Currently, she is a market research consultant and professor at the Universitat Abat Oliba CEU (UAO). She has received the 2012 Prat Gaballi National Research Award. She is a member of the Psycocreativity Research Group (UAO) and of AEDEMO (Asociación Española de Estudios de Mercado y Opinión).