Principales temas utilizados en la comunicación social de las ONG de inmigración en España a través de la red social Facebook

Miguel Ángel Sánchez Jiménez; Marisol B. Correia; Nelson De Matos

doi:10.31921/doxacom.n27a10

Authors

Miguel Ángel Sánchez Jiménez Universidad de Cádiz https://orcid.org/0000-0002-4271-3522
Marisol B. Correia Universidade do Algarve https://orcid.org/0000-0002-1788-6114
Nelson De Matos Universidade do Algarve https://orcid.org/0000-0002-6263-5007

DOI:

https://doi.org/10.31921/doxacom.n27a10

Keywords:

Social networks, communication, NGOs, immigration, refugees

Abstract

The aim of this study is to learn about the communication of immigration NGOs in Spain through their official social network Facebook through an analysis of the content of the publications through the software Nvivo 11 in which the main topics or subjects dealt with are identified through categories and subcategories. In addition, to know the most used topics and those that generate the most activity or interaction, the number of publications is obtained, as well as the number of likes and comments for each category and subcategory. The results identify a willingness of NGOs to highlight specific locations where immigration problems occur and a user interest in the problems and consequences of the maritime environment. In addition, there is more interaction in positive messages among users than in those related to problems and injustices. Also, the users are more reluctant to discuss issues that require more active and personal interaction or involvement with immigrants, such as reception, integration and participation. Finally, to highlight the importance of educational issues in the communication of NGOs and the concern of users about mafias in immigration.

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Author Biographies

Miguel Ángel Sánchez Jiménez, Universidad de Cádiz

Professor and Researcher at the Department of Marketing and Communication, University of Cádiz (Spain). PhD in Marketing and Communication. Coordinator of the module of tourism marketing strategies in the Master’s Degree Program in Tourism at the University of Cádiz and member of the Research Institute for Sustainable Social Development (INDESS). Research activity oriented to tourism and new digital technologies in marketing and communication. Author of several publications in indexed journals, books and participation in research congresses.
Marisol B. Correia, Universidade do Algarve

Assistant Professor at the School of Management, Hospitality and Tourism (ESGHT) of the University of the Algarve (UAlg) and she holds a PhD in Electronics and Computer Engineering, Computer Science specialty, from the University of the Algarve. She is a member-investigator of CiTUR (Centre for Tourism Research, Development and Innovation) and she is a member-collaborator of the CEG-IST (Centre for Management Studies, “Instituto Superior Técnico”, University of Lisbon). Her current research interests include business intelligence, databases, information systems, website evaluation, evolutionary computation, information and communication technologies applied to management, marketing, hospitality and tourism, among others. School of Management, Hospitality and Tourism (ESGHT), University of the Algarve & CiTUR, Centre for Tourism Research, Development and Innovation & CEG-IST, “Instituto Superior Técnico”,University of Lisbon
Nelson De Matos, Universidade do Algarve

Assistant professor of Marketing at the University of the Algarve. He has a PhD in Tourism, and his research interests are Experience Marketing, Tourism Experience, Destination Image, digital marketing and consumer behavior. He is a member of CIEO -The Research Centre for Spatial and Organizational Dynamics. He is the author of several publications in national and international journals, conferences and books. University of Algarve, Portugal

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