2026-06-03T22:31:40Zhttps://riuma.uma.es/rest/oai/requestoai:riuma.uma.es:10630/405592026-02-03T11:01:43Zcom_10630_2254col_10630_37953
RIUMA. Repositorio Institucional de la Universidad de Málaga
author
Castillero-Ostio, Elizabet
author
Almansa-Martínez, Ana María
author
Serna-Ortega, Álvaro
2025-11-03T09:40:37Z
2025-11-03T09:40:37Z
2025-10-24
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
https://hdl.handle.net/10630/40559
10.62161/revvisual.v17.5891
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.
eng
Relaciones públicas
Redes sociales en internet
Andalusian communication offices on X (Twitter): strategic analysis of their digital presence.
journal article
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URL
https://riuma.uma.es/bitstreams/38878067-bbd6-4bad-87ba-ad9942accb6d/download
File
MD5
a420c923e637cc4f7c81c447e479b220
2126157
application/pdf
5891_EN (2).pdf