Bibliographic citations
Espinola, S., Portilla, J. (2023). Análisis de las estrategias de comunicación en Facebook aplicadas por las clínicas Sanna y San pablo en Trujillo, 2022 [Tesis, Universidad Privada Antenor Orrego]. https://hdl.handle.net/20.500.12759/10043
Espinola, S., Portilla, J. Análisis de las estrategias de comunicación en Facebook aplicadas por las clínicas Sanna y San pablo en Trujillo, 2022 [Tesis]. PE: Universidad Privada Antenor Orrego; 2023. https://hdl.handle.net/20.500.12759/10043
@misc{renati/1337570,
title = "Análisis de las estrategias de comunicación en Facebook aplicadas por las clínicas Sanna y San pablo en Trujillo, 2022",
author = "Portilla Zavaleta, Jeremy Tomás",
publisher = "Universidad Privada Antenor Orrego",
year = "2023"
}
As a result of the pandemic, communication and interactions have become more digital. For this reason, people better manage social networks either to search for medical centers, places, among others. The theoretical-conceptual framework focuses on the Uses and Gratifications communication theory, but with a new approach, placing the user as the protagonist and no longer the communication medium, it also focuses on the interactions generated by the Fanpage, the strategies of communication used in the publications, narrative resources and tone - style, quality parameters were established for all of them. The research is of a simple descriptive design, using observation as a technique; In addition, the population and sample is 76 publications between the months of September and October 2022. The general objective of the study was to analyze the communication strategies on Facebook applied by the SANNA and San Pablo clinics in Trujillo, concluding that the most used is the Information Content Strategy, which reactions through emoticons are widely used. Therefore, it can be anticipated that whoever has the most interaction is not always synonymous with something positive.
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