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

Autores/as

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.

Descargas

Los datos de descargas todavía no están disponibles.

Citas

Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27. https://doi.org/10.1002/mar.20761

Berger J., & Schwartz E. M. (2011). What drives immediate and ongoing word of mouth? Journal of Marketing Research, 48(5), 869-880. https://doi.org/10.1509/jmkr.48.5.869

Boyd, D., Golder, S., & Lotan, G. (2010). Tweet, Tweet, Retweet: Conversational aspects of retweeting on Twitter. In 43rd Hawaii International Conference on System Sciences, 1-10). Honolulu, Hawaii. https://doi.org/10.1109/HICSS.2010.412

Brinton, J. (2021). The impact of COVID-19 on the UK publishing industry: Findings and opportunity. Learned publishing: Journal of the Association of Learned and Professional Society Publishers, 34(1), 43-48. https://doi.org/10.1002/leap.1363 PMid:33821103 PMCid:PMC8014834

Campos Moreno, C., & Fernández Cuesta, J. (2019). Creación de marca para editoriales independientes de género. El camino del héroe para destacar en Twitter mediante técnicas de las relaciones públicas. Universitat Oberta de Catalunya [TFM]. Available at: http://openaccess.uoc.edu/webapps/o2/handle/10609/102166

Cernicova-Buca, M., & Luzan, K. (2020). Open academic book publishing during COVID-19 pandemic: A view on Romanian university presses. Publications, 8(4), 49. https://doi.org/10.3390/publications8040049

Chen, J., Hossain, M. S., & Zhang, H. (2020). Analyzing the sentiment correlation between regular tweets and retweets. Social Network Analysis and Mining, 10, 13. https://doi.org/10.1007/s13278-020-0624-4

Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: online book reviews. Journal of Marketing Research, 43(3), 345-354. https://doi.org/10.1509/jmkr.43.3.345

Chung, J. E. (2017). Retweeting in health promotion: Analysis of tweets about Breast Cancer Awareness Month. Computers in Human Behavior, 74, 112-119. https://doi.org/10.1016/j.chb.2017.04.025

Constantinides, E. (2014). Foundations of Social Media Marketing. Procedia - Social and Behavioral Sciences, 148, 40-57. https://doi.org/10.1016/j.sbspro.2014.07.016

Criswell, J., & Canty, N. (2014). Deconstructing social media: An analysis of Twitter and Facebook use in the publishing industry. Publishing Research Quarterly, 30, 352-376. https://doi.org/10.1007/s12109-014-9376-1

Crosby, P. (2019). Don't judge a book by its cover: examining digital disruption in the book industry using a stated preference approach. Journal of Cultural Economics, 43, 607-637. https://doi.org/10.1007/s10824-019-09363-2

Cvijikj, I. P., & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Soc. Netw. Anal. Mining, 3, 843-861. https://doi.org/10.1007/s13278-013-0098-8

Elo, S., Kääriäinen, M., Kanste, O., Pölkki, T., Utriainen, K., & Kyngäs, H. (2014). Qualitative content analysis: A focus on trustworthiness. SAGE Open, 1-10. https://doi.org/10.1177/2158244014522633

Elo, S., & Kyngäs, H. (2008). The qualitative content analysis process. The qualitative content analysis process. Journal of Advanced Nursing, 62(1), 107-115. https://doi.org/10.1111/j.1365-2648.2007.04569.x PMid:18352969

Freelon, D. (2010). ReCal: Intercoder reliability calculation as a web service. International Journal of Internet Science, 5(1), 20-33. Available at: http://dfreelon.org/publications/2010_ReCal_Intercoder_reliability_calculation_as_a_web_service.pdf

Giménez Toledo, E. (ed.). (2018). Estudio cualitativo de las editoriales académicas. La percepción de la comunidad científica española. Madrid: Federación del Gremio de Editores de España.

Giménez-Toledo, E., Mañana-Rodríguez, J., & Sivertsen, G. (2017). Scholarly book publishing: Its information sources for evaluation in the social sciences and humanities. Research Evaluation, 26(2), 91-101. https://doi.org/10.1093/reseval/rvx007

Gómez López, A., & Hellín Ortuño, P. A. (2019). Estrategias de comunicación de las editoriales literarias de España. Investigación Bibliotecológica, 33(80), 57-71. https://doi.org/10.22201/iibi.24488321xe.2019.80.57982

González-Arenas, S. (2013). La promoción de libros impresos a través de Twitter: Análisis de los casos Ediciones Deusto, Gestión 2000 y Alienta Editorial [TFM]. Available at: https://ddd.uab.cat/pub/trerecpro/2013/hdl_2072_216935/Sara_Gonzalez_TFM.pdf

Grima, M-C. (2017). Challenges and opportunities for digital marketing within contemporary art book publishing. Interscript Journal, 1(1), 1-22.

Gruber, H. (2017). Quoting and retweeting as communicative practices in computer mediated discourse. Discourse, Context & Media, 20, 1-9. https://doi.org/10.1016/j.dcm.2017.06.005

Gruzd, A., & Rehberg Sedo, D. (2012). #1b1t: Investigating reading practices at the turn of the twenty-first century. Mémoires du livre / Studies in BookCulture, 3 (2). https://doi.org/10.7202/1009347ar

Haapanen, L., & Perrin, D. (2017). Media and Quoting. Understanding the purposes, roles, and processes of quoting in mass and social media. In Cotter, C., & Perrin, D. (eds.). The Routledge Handbook of Language and Media (pp. 424-442). Routledge. Available at: https://helda.helsinki.fi/bitstream/handle/10138/300593/handbook_Haapanen_Perrin_post_print.pdf https://doi.org/10.4324/9781315673134-31

IPA-WIPO (2018). The global publishing industry in 2016. A Pilot survey by the IPA and WIPO. Available at: https://www.wipo.int/edocs/pubdocs/en/wipo_ipa_pilotsurvey_2016.pdf

Nguyen H., & Harris, L. (2020). The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy. Journal of Business Research, 116, 176-182. https://doi.org/10.1016/j.jbusres.2020.05.030 PMid:32457556 PMCid:PMC7241379

Jansen, B., Zhang, M., Sobel, K., & Chowdury, A. (2009). Twiter power: Tweets as electronic word of mouth. Journal of American Society for Information Science and Technology, 60(11), 2169-2188. https://doi.org/10.1002/asi.21149

Jung, W. J., Yang, S., & Kim, H. W. (2020). Design of sweepstakes-based social media marketing for online customer engagement. Electronic Commerce Research, 20, 119-146. https://doi.org/10.1007/s10660-018-09329-0

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003

Kousha, K., Thelwall, M., & Abdoli, M. (2017). Goodreads reviews to assess the wider impacts of books. Journal of the Association for Information Science and Technology, 68(8), 2004-2016. https://doi.org/10.1002/asi.23805

Krippendorf, K. (2018). Content Analysis: an introduction to its methodology. USA: SAGE Publications, 4th ed.

Krumova, P. K. (2017). The effect of social media marketing on the publishing industry in Bulgaria. Perceptions of readers, marketers, publishers and authors. The University of Sheffield [MA Dissertation].

Kwak, H., Lee, C., Park, H., & Moon, S. (2010). What is Twitter, a Social Network or a News Media?. In WWW '10: Proceedings of the 19th international conference on World Wide Web, 591-600. USA: ACM. https://doi.org/10.1145/1772690.1772751

Laing, A. (2017). Authors using social media: Layers of identity and the online author community. Publishing Research Quarterly, 33(3), 254-267. https://doi.org/10.1007/s12109-017-9524-5

Leung X. Y., Bai, B., & Stahura, K. A. (2015). The Marketing effectiveness of social media in the hotel industry: A comparison of Facebook and Twitter. Journal of Hospitality & Tourism Research, 39(2), 147-169. https://doi.org/10.1177/1096348012471381

Li, X. (2018). Twitter as a marketing tool for publishers opportunities and challenges. In Watson, J. (ed.). Moving through the Grey: Publishing in Action, 31-38. University of Ottawa.

Lis, B., & Berz, J. (2011). Using Social media for branding in publishing. Online Journal of Communication and Media Technologies, 1(4), 193-213. https://doi.org/10.29333/ojcmt/2350

Luo, Z., Osborne, M., Tang, J., & Wang, T. (2013). Who will retweet me? finding retweeters in twitter. In Proceedings of the SIGIR '13 - 36th international ACM SIGIR Conference on Research and Development in Information Retrieval, 869-872. Association for Computing Machinery, New York. https://doi.org/10.1145/2484028.2484158 PMid:25117399

Macskassy, S. A., & Michelson, M. (2011). Why do people retweet? Anti-homophily wins the day! In: ICWSM'11 - Fifth International Conference on Weblogs and Social Media. Available at: https://ojs.aaai.org/index.php/ICWSM/article/view/14110

Magadán-Díaz, M., & Rivas-García, J. (2020). Spanish publishing companies on social networks. Publishing Research Quarterly, 36, 203-216. https://doi.org/10.1007/s12109-020-09721-5

Martens M. (2016). Branding books, branding readers: Marketing to teens in the digital age. Publishers, Readers, and Digital Engagement. New Directions in Book History. London: Palgrave Macmillan. https://doi.org/10.1057/978-1-137-51446-2_3

Mas-Bleda, A., & M Thelwall (2018). Do prestigious Spanish scholarly book publishers have more teaching impact? Aslib Journal of Information Management, 70(6), 673-690. https://doi.org/10.1108/AJIM-04-2018-0094

Majmundar, A., Allem, J. P., Boley Cruz, T., & Unger, J. B. (2018). The Why We Retweet scale. PLOS ONE, 13(10), e0206076. https://doi.org/10.1371/journal.pone.0206076 PMid:30335827 PMCid:PMC6193720

Martín Becerro, A. (2016). Uso de las herramientas 2.0 en las editoriales infantiles y juveniles en España [TFG]. Available at: https://gredos.usal.es/handle/10366/130141

Metaxas, P.T., Mustafaraj, E., Wong, K., Zeng, L., & O'Keefe, M. (2015). What do retweets indicate? Results from user survey and meta-review of research. In ICWSM'15: Ninth International Conference on Weblogs and Social Media. Available at: https://ojs.aaai.org/index.php/ICWSM/article/view/14661/14510

Ministerio de Cultura & Deporte (2020). Panorámica de la edición española de libros 2019. Análisis sectorial del libro. Secretaría General Técnica. Subdirección General de Atención al Ciudadano. Available at: https://www.libreria.culturaydeporte.gob.es/libro/panoramica-de-la-edicion-espanola-de-libros-2019-analisis-sectorial-del-libro_3910/

Moll de Alba Mendoza, A. (2015). Análisis comparativo de la utilización de Twitter como canal de comunicación para las principales editoriales estadounidenses y españolas. Available at: https://www.tdx.cat/bitstream/handle/10803/322083/emdam2de4.pdf

Morin, C. (2011). Neuromarketing: The new science of consumer behavior. Society, 48, 131-135. https://doi.org/10.1007/s12115-010-9408-1

Mrva-Montoya, A. (2012). Social media: New editing tools or weapons of mass distraction. JEP, The Journal of Electronic Publishing, 15(1). https://doi.org/10.3998/3336451.0015.103

Mrva-Montoya, A., Luca, E. J., & Boateng, H. (2019). Understanding Australian academic authors in the humanities and social sciences. Their publishing experiences, values, and perspectives. Journal of Scholarly Publishing, 51(1), 38-62. https://doi.org/10.3138/jsp.51.1.03

Naveed, N., Gottron, T., Kunegis, J., & Alhadi, A. C. (2011). Bad news travels fast: A content-based analysis of interestingness on Twitter. In Proceedings of the 3rd International Web Science Conference (pp. 1-7). Koblenx, Germany. https://doi.org/10.1145/2527031.2527052

Nguyen, H. V., Huy, L. V., Nguyen, T.N., Dinh, V. S., & Tran, V. T. (2019). The role of social media in the purchase of books: Empirical evidence from Vietnam's publishing industry. Publishing Research Quarterly, 35(4), 704-709. https://doi.org/10.1007/s12109-019-09682-4

Nguyen, H. V., Tran, H. X., Van Huy, L. Do, M. T., Nguyen, N. (2020). Online book shopping in Vietnam: The impact of the COVID-19 pandemic situation. Publishing Research Quarterly, 36, 437-445. https://doi.org/10.1007/s12109-020-09732-2 PMCid:PMC7211491

Nolan, S., & Dane A. (2018). A sharper conversation: book publishers' use of social media marketing in the age of the algorithm. Media International Australia, 168(1), 153-166. https://doi.org/10.1177/1329878X18783008

Pang, N., & Law, P. W. (2017). Retweeting #WorldEnvironmentDay: A study of content features and visual rhetoric in an environmental movement. Computers in Human Behavior, 69, 54-61. https://doi.org/10.1016/j.chb.2016.12.003

Puschmann, C. (2015). The form and function of quoting in digital media. Discourse, Context Media, 7, 28-36. https://doi.org/10.1016/j.dcm.2015.01.001

Recuero, R., Araújo, R., & Zago, G. (2011). How does social capital affect retweets? ICWSM'11 - Fifth International Conference on Weblogs and Social Media. Available at: http://cs.wellesley.edu/~trails/retweetpapers/papers/SocialCapital.pdf

Rudat, A., & Buder, J. (2015). Making retweeting social: The influence of content and context information on sharing news in Twitter. Computers in Human Behavior, 46, 75-84. https://doi.org/10.1016/j.chb.2015.01.005

Sailunaz, K., & Alhajj, R. (2019). Emotion and sentiment analysis from Twitter text. Journal of Computational Science, 36, 101003. https://doi.org/10.1016/j.jocs.2019.05.009

So, J., Prestin, A., Lee, L., Wang, Y., Yen, J., & Chou, W.-Y. S. (2016). What do people like to "share" about obesity? A content analysis of frequent retweets about obesity on Twitter. Health Communication, 31(2), 193e206. https://doi.org/10.1080/10410236.2014.940675 PMid:26086083

Stelzner, M. A. (2020). 2020 Social Media Marketing Industry Report: How marketers are using social media to grow their businesses. Available at: https://www.socialmediaexaminer.com/social-media-marketing-industry-report-2020/

Stieglitz, S., & Dang-Xuan, L. (2013). Emotions and information diffusion in social Mmedia: sentiment of microblogs and sharing behavior. Journal of Management Information Systems, 29(4), 217-248. https://doi.org/10.2753/MIS0742-1222290408

Stanton, S. J., Sinnott-Armstrong, W. & Huettel, S.A. (2017). Neuromarketing: Ethical implications of its use and potential misuse. Journal of Business Ethics, 144, 799-811. https://doi.org/10.1007/s10551-016-3059-0

Suh, B., Hong, L., Pirolli, P., & Chi, E. H. (2010). Want to be retweeted? Large scale analytics on factors impacting retweet in Twitter network. IEEE Second International Conference on Social Computing, 177-184. Minneapolis, MN. https://doi.org/10.1109/SocialCom.2010.33

Teichmann, M. H., Gedenk, K., & Knaf, M. (2005). Consumers' preferences for online and offline sweepstakes and contests. Marketing ZFP, 27(2), 76-90. https://doi.org/10.15358/0344-1369-2005-JRM-2-76

Thelwall, M. (2021). Word association thematic analysis: A social media text exploration strategy. San Rafael, CA: Morgan & Claypool. https://doi.org/10.1007/978-3-031-02324-8

Thoring, A. (2011). Corporate tweeting: Analysing the use of Twitter as a marketing tool by UK trade publishers. Publishing Research Quarterly, 2(2), 141-158. https://doi.org/10.1007/s12109-011-9214-7

Throsby, D., Zwar, J., & Longden, T. (2015). Book authors and their changing circumstances: survey method and results. Macquarie economics research papers, 2015(2). Available at: https://researchers.mq.edu.au/en/publications/book-authors-and-their-changing-circumstances-survey-method-and-r

Throsby, D., Zwar, J., & Morgan, C. (2018). Australian book publishers in the global industry: survey method and results. Report for Macquarie economics. Macquarie University, Sydney, Australia. Available at: https://apo.org.au/sites/default/files/resource-files/2018-02/apo-nid140701.pdf

Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence & Planning, 32(3), 328-344. https://doi.org/10.1108/MIP-04-2013-0056

Vargo, C. J. (2016). tweet typology: contributory consumer engagement with brand messages by content type. Journal of Interactive Advertising, 16(2), 157-168. https://doi.org/10.1080/15252019.2016.1208125

Vargo, D., Zhu, L., Benwell, B., & Yan, Z. (2021). Digital technology use during COVID-19 pandemic: A rapid review. Human Behavior and Emerging Technologies, 3(1), 13-24. https://doi.org/10.1002/hbe2.242

Vences, N. A., Díaz-Campo, J., & Rosales, D. F. G. (2020). Neuromarketing as an emotional connection tool between organizations and audiences in social networks. A theoretical review. Frontiers in Psychology, 11, 1787. https://doi.org/10.3389/fpsyg.2020.01787 PMid:32849055 PMCid:PMC7396554

Wang, Y., & Zuccala, A. (2019). Scholarly book publishers and their promotional activity on Twitter. In Proceeding on the 17th International Conference on Scientometrics & Informetrics - ISSI 2019, 1178-1183. Italy: Edizioni Efesto.

Wang, Y., & Zuccala, A. (2021). Scholarly book publishers as publicity agents for SSH titles on Twitter. Scientometrics, 126, 4817-4840. https://doi.org/10.1007/s11192-021-03947-6

Wang, Y., Hou, H., & Hu, Z. (2021). 'To tweet or not to tweet?' A study of the use of Twitter by scholarly book publishers in Social Sciences and Humanities. Journal of Informetrics, 15(3), 101170. https://doi.org/10.1016/j.joi.2021.101170

Publicado

2022-07-06

Cómo citar

Mas-Bleda, A. ., Makita, M. ., Mrva-Montoya, A. ., & Thelwall, M. . (2022). ¿Qué hace que un tuit sobre un libro sea popular? Análisis de los contenidos más retuiteados creados por editoriales de libros españolas y extranjeras. Revista Española De Documentación Científica, 45(3), e332. https://doi.org/10.3989/redc.2022.3.1904

Número

Sección

Estudios