RT Journal Article
T1 Strategic communication for startups: analysis of its intervention in the use of social networks.
A1 Córdova Camacho, Jhoana
A1 Victoria-Mas, Juan Salvador
A1 Altamirano Benítez, Verónica
K1 Redes sociales en internet
K1 Emprendedores
K1 Nuevas empresas
AB The objective of this study is to identify the variables that are related to digital social networks for the consumption promoted by startups. Among the theoretical references is the study of the relationship between digital social networks and communication, and the conceptual and critical analysis of startups. The research focused on the study of multiple cases to obtain the necessary information, and semistructured interviews were conducted in a virtual environment to 10 Latin American startups. In order to identify the variables, it was necessary to create categories and from these the following variables were derived: communication, relationship, disclosure, speed, customers (users), interactivity, coverage, cost, diagnosis, content of publications and monitoring.  The answers obtained from the startups contributed to the understanding of digital social networks, startups and communication through the variables created by this triangulation.
PB Journal of Positive Psychology
YR 2022
FD 2022-01-03
LK https://hdl.handle.net/10630/40433
UL https://hdl.handle.net/10630/40433
LA eng
NO Camacho, J. C., Mas, J. S. V., & Benítez, V. A. (2022). Strategic communication for startups: analysis of its intervention in the use of social networks. Journal of Positive Psychology and Wellbeing, 6(1), 795-803.
NO https://journalppw.com/index.php/jppw/openaccess
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 20 ene 2026