Presence and engagement on Instagram of NGOs for the elderly in Spain

Authors

  • Rafael Carrasco Polaino Universidad Complutense de Madrid
  • Ana Pedreño Santos Universidad Complutense de Madrid

DOI:

https://doi.org/10.37467/revtechno.v11.4386

Keywords:

NGO, Old people, Social networks, Instagram, Vulnerability, Communication, Engagement

Abstract

This research analyses the communication that Spanish NGO that focus their activity on helping older people carry out through the social network Instagram, in order to analyse the format, polarity and objectivity of the messages published and relate each one of these variables with the engagement generated. The analysis of 37,916 posts shows that there is greater engagement in images than in videos and in comments with a positive sentiment and objective character. The main conclusion is the need for development of the communication of these NGO on Instagram.

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Published

2022-12-28

How to Cite

Carrasco Polaino, R. ., & Pedreño Santos, A. . (2022). Presence and engagement on Instagram of NGOs for the elderly in Spain. TECHNO REVIEW. International Technology, Science and Society Review /Revista Internacional De Tecnología, Ciencia Y Sociedad, 12(1), 1–10. https://doi.org/10.37467/revtechno.v11.4386

Issue

Vol. 12 No. 1 (2022): Monograph: "What is new in Social Networking 2.0, 3.0 and 4.0?"

Section

Research Articles (Special Issue)

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