RT Journal Article
T1 Andalusian communication offices on X (Twitter): strategic analysis of their digital presence.
A1 Castillero-Ostio, Elizabet
A1 Almansa-Martínez, Ana María
A1 Serna-Ortega, Álvaro
K1 Relaciones públicas
K1 Redes sociales en internet
AB Social   media   isessential   for   the   digital   positioning   of   organisations,   their   engagement  with  audiences,  and  the  construction  of  their  visual  identity.  This  study examines the strategic management of Andalusian communication offices on X  (Twitter),  analysing  their  digital  presence  across  three  dimensions:  profile,  activity,  and  interaction.  Employing  a  quantitative  approach,  the  study  analyses  the  accounts  of  653  organisations.  The  research  concludes  that  communication  offices  have  professionalised  their  presence  on  X,  albeit  with  notable  differences  depending on the type of organisation. The findings suggest the need to prioritise interaction over the volume of posts.
PB Visual Review
YR 2025
FD 2025-10-24
LK https://hdl.handle.net/10630/40559
UL https://hdl.handle.net/10630/40559
LA eng
NO Castillero-Ostio, E., Almansa-Martínez, A., & Serna-Ortega, Á. (2025). Andalusian communication offices on X (Twitter): strategic analysis of their digital presence.Visual Review, 17(6), 111–126. https://doi.org/10.62161/revvisual.v17.5891
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 20 ene 2026