¿Qué hace que un tuit sobre un libro sea popular? Análisis de los contenidos más retuiteados creados por editoriales de libros españolas y extranjeras

Amalia  Mas-Bleda; Meiko  Makita; Agata  Mrva-Montoya; Mike  Thelwall

doi:10.3989/redc.2022.3.1904

Autores/as

Amalia Mas-Bleda University of Wolverhampton, Statistical Cybermetrics Research Group. https://orcid.org/0000-0001-5927-424X
Meiko Makita University of Wolverhampton, Statistical Cybermetrics Research Group https://orcid.org/0000-0002-2284-0161
Agata Mrva-Montoya The University of Sydney, Department of Media and Communications. https://orcid.org/0000-0001-6043-575X
Mike Thelwall University of Wolverhampton, Statistical Cybermetrics Research Group. https://orcid.org/0000-0001-6065-205X

DOI:

https://doi.org/10.3989/redc.2022.3.1904

Palabras clave:

Twitter, microblogueo, retuits, análisis de contenido, análisis de asociación de palabras, editoriales de libros

Resumen

El objetivo de este artículo es identificar características relacionadas con el contenido de los mensajes más retuiteados creados por editoriales de libros españolas y extranjeras en Twitter. Se ha realizado un análisis de contenido para identificar el tema de los tuits y si incluyen hashtag para el título del libro, imágenes e hipervínculos, y en caso de incluirse, sobre qué son las imágenes y hacia dónde apuntan los enlaces. Como complemento, se ha realizado un análisis de asociación de palabras para identificar qué términos son asociados con cada una de las diferentes editoriales. En general, las editoriales tienden a tuitear sobre ellas mismas y sus libros con fines de marketing. Aproximadamente la mitad de las editoriales tienen cuentas en Twitter. Los tuits más populares de las editoriales españolas suelen contener citas literarias, mientras que los tuits más populares de las editoriales extranjeras tienden más a incluir sorteos. Los editores que buscan comprometerse con lectores potenciales en Twitter podrían considerar las citas y los sorteos para construir su audiencia, además de etiquetar al nombre de usuario del autor (@nombredeusuario) en tuits relacionados con libros para ayudar al autor con su red social.

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