2026-06-03T14:34:24Zhttps://riuma.uma.es/rest/oai/request

oai:riuma.uma.es:10630/404332026-02-03T11:29:58Zcom_10630_2254col_10630_37953

Strategic communication for startups: analysis of its intervention in the use of social networks. Córdova Camacho, Jhoana Victoria-Mas, Juan Salvador Altamirano Benítez, Verónica Redes sociales en internet Emprendedores Nuevas empresas 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 semi structured 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. 2025-10-23T11:59:04Z 2025-10-23T11:59:04Z 2025-10-23T11:59:04Z 2022-01-03 journal article 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. https://hdl.handle.net/10630/40433 eng http://creativecommons.org/licenses/by/4.0/ open access Atribución 4.0 Internacional Journal of Positive Psychology