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Youtube for Dialogic Relationship Building? Analysis of Content Management and Level of Participation of Spanish Best Reputed Companies Youtube Channels

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Recent Advances in Information Systems and Technologies (WorldCIST 2017)

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 571))

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Abstract

Companies have incorporated new social media in their relations with the citizens. This article discusses the use of YouTube, the audiovisual message and the involvement of users in the channels of the best reputed companies in Spain according to Merco ranking (Business Monitor of Corporate Reputation). A total of 454 videos were analysed. The paper concludes that the use of YouTube is more promotional than informative, as well as unidirectional. The low interaction and participation of publics point to a lack of interest in the contents. For the moment, the conservative attitude is the main trend of business communication on YouTube.

This work has been funded under Uses and information preferences in the new media map in Spain: journalism models for mobile devices project (reference: CSO2015-64662-C4-4-R), subsidised by the Ministry of Economy and Competitiveness of the Spanish Government.

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Author information

Authors and Affiliations

  1. Facultad de Ciencias de la Comunicación, Campus de Elviña s/n, 15071, A Coruña, Spain

    Carmen Costa-Sánchez

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  1. Carmen Costa-Sánchez
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Correspondence to Carmen Costa-Sánchez .

Editor information

Editors and Affiliations

  1. DEI/FCT, Universidade de Coimbra, Coimbra, Baixo Mondego, Portugal

    Álvaro Rocha

  2. Nova IMS, Universidade Nova de Lisboa, Lisboa, Portugal

    Ana Maria Correia

  3. College of Engineering, The Ohio State University, Columbus, Ohio, USA

    Hojjat Adeli

  4. DSI/EEUM, Universidade do Minho, Guimarães, Portugal

    Luís Paulo Reis

  5. DIMES, Università della Calabria, Arcavacata di Rende, Italy

    Sandra Costanzo

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Costa-Sánchez, C. (2017). Youtube for Dialogic Relationship Building? Analysis of Content Management and Level of Participation of Spanish Best Reputed Companies Youtube Channels. In: Rocha, Á., Correia, A., Adeli, H., Reis, L., Costanzo, S. (eds) Recent Advances in Information Systems and Technologies. WorldCIST 2017. Advances in Intelligent Systems and Computing, vol 571. Springer, Cham. https://doi.org/10.1007/978-3-319-56541-5_15

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  • DOI: https://doi.org/10.1007/978-3-319-56541-5_15

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-56540-8

  • Online ISBN: 978-3-319-56541-5

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