Keywords
How to Cite
Abstract
This research on content strategies in digital media on Facebook and their impact on audience engagement is essential due to its effect on building strong relationships between the media and their audience. High competition for attention and content overload make it difficult for media outlets to stand out and generate meaningful interaction. Therefore, this study analyzed how the content strategies used by three digital media outlets on Facebook influence audience reactions, comments, and shares, in order to identify the most effective approaches for optimizing audience engagement. A mixed-method, correlational, non-experimental methodology was used, combining expert interviews with an analysis of eighty-nine (89) posts and their associated metrics over a single period of time. Conclusively, the results showed that a planned content strategy significantly influences engagement, strengthening the media-audience relationship.
References
Aguirre Lopez, J. R., & Manzur Rizquez, K. (2025). Efectividad del contenido estratégico en el engagement de cuentas de restaurantes en Instagram en la ciudad de Cuenca. Religación, 10(44). https://doi.org/10.46652/rgn.v10i44.1383
Aguirre Mayorga, C. (2024). Periodismo transmedia y redes sociales: Un análisis de las narrativas en medios digitales en Ecuador. Uru: Revista de Comunicación y Cultura, 9, 70–82. https://doi.org/10.32719/26312514.2024.9.5
Castillo-Ramírez, I., & Alberich-Pascual, J. (2017). Análisis de estrategias de difusión de contenidos y actividad en redes sociales en revistas de divulgación científica: factores de interacción, visibilidad e impacto. Estudios Sobre El Mensaje Periodístico, 23(2), 1045–1056. https://doi.org/10.5209/ESMP.58031
Castillo-Salina, Y., Muñiz-Zúñiga, V., & Alfonso-Rodríguez, I. M. (2025). ¿Cómo informan los periodistas cubanos desde sus perfiles de Facebook? Formación de agendas y roles periodísticos. Estudios Sobre El Mensaje Periodístico, 31(1), 179–193. https://doi.org/10.5209/emp.98701
Darvidou, K. (2024). Content Marketing Strategy and Development. Technium Business and Management, 10, 55–67. https://doi.org/10.47577/business.v10i.11902
Del Alcázar Ponce, J. (2024, 01 de octubre). Informe “Estado Digital Ecuador 2024”. Mentinno Insights. https://www.mentinno.com/informe-estado-digital-ecuador-2024/
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Eslami, S. P., Ghasemaghaei, M., & Hassanein, K. (2022). Understanding consumer engagement in social media: The role of product lifecycle. Decision Support Systems, 162. https://doi.org/10.1016/j.dss.2021.113707
Hollebeek, L. D. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7–8), 785–807. https://doi.org/10.1080/0267257X.2010.500132
Hollebeek, L. D., Sarstedt, M., Menidjel, C., Sprott, D. E., & Urbonavicius, S. (2023). Hallmarks and potential pitfalls of customer‐ and consumer engagement scales: A systematic review. Psychology & Marketing, 40(6), 1074–1088. https://doi.org/10.1002/mar.21797
Jha, A. K., & Verma, N. K. (2024). Social Media Platforms and User Engagement: A Multi-Platform Study on One-way Firm Sustainability Communication. Information Systems Frontiers, 26(1), 177–194. https://doi.org/10.1007/s10796-023-10376-8
Lawshe, C. H. (1975). A quantitative approach to content validity. Personnel Psychology, 28(4), 563–575. https://doi.org/10.1111/j.1744-6570.1975.tb01393.x
Lee, D., Hosanagar, K., & Nair, H. S. (2018). Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook. Management Science, 64(11), 5105–5131. https://doi.org/10.1287/mnsc.2017.2902
Maregani, H. A., Sharifi, S. M., & Labafi, S. (2024). Exploring the content factors contributing to boosting user engagement on Press TV’s Facebook page. Iranian Journal of Management Studies, 17(2), 365-378.
Newman, N., Fletcher, R., Eddy, K., Robertson, C. T., & Nielsen, R. K. (2023). Digital News Report 2023. Reuters Institute for the Study of Journalism. https://reutersinstitute.politics.ox.ac.uk/digital-news-report/2023
Ospina, S., & Tenorio Tascón, J. A. (2020). Manual de narrativas digitales 2. https://narrativasdigitales.mincultura.gov.co
Ramos Del Cano, F. (2013). La Cadena SER en Facebook: nuevas estrategias de interacción con la audiencia. Fonseca, Journal of Communication, 6(6), 108–130.
Reichardt, C. S. (2002). [Reseña del libro Experimental and quasi-experimental designs for generalized causal inference, por W. R. Shadish, T. D. Cook, & D. T. Campbell]. Social Service Review, 76(3), 510–514. https://doi.org/10.1086/345281
Reyna Martínez, L. A., Campos Rivera, M., & García Vargas, G. R. (2024). Análisis narrativo del engagement de la audiencia hacia campañas de salud en Facebook. Revista Española de Comunicación En Salud, 15(2), 26-39. https://doi.org/10.20318/recs.2024.8143
Risma, W., Rasidi, Ayu, W., Cahya, F., Dita, A., Dela, N., & Muftihatul, K. (2020). Content marketing strategies in increasing consumer interactions with social media users. International Conference on Environmental and Social Health.
Rodríguez Urra, C., Trillo Domínguez, M., & Herrero Solana, V. (2023). Irruption of digital natives on the chilean media landscape. Brazilian Journalism Research, 19(1). https://doi.org/10.25200/BJR.v19n1.2023.1572
Salonen, A., Mero, J., Munnukka, J., Zimmer, M., & Karjaluoto, H. (2024). Digital content marketing on social media along the B2B customer journey: The effect of timely content delivery on customer engagement. Industrial Marketing Management, 118, 12–26. https://doi.org/10.1016/j.indmarman.2024.02.002
Sedgwick, P. (2014). Cross sectional studies: advantages and disadvantages. BMJ, 348. https://doi.org/10.1136/bmj.g2276
Shadish, W. R., Cook, T. D., & Campbell, D. T. (2002). Experimental and quasi-experimental designs for generalized causal inference. Houghton Mifflin.
Shen, Z. (2023). Platform or Content Strategy? Exploring Engagement With Brand Posts on Different Social Media Platforms. Sage Open, 13(4). https://doi.org/10.1177/21582440231219096
Sigmundsson, H., Thórsdóttir, H. S., Njálsdóttir, H. R., & Hjaltalín, S. T. (2022). Reading: From the Simple to the Complex. Brain Sciences, 12(12). https://doi.org/10.3390/brainsci12121670
Soukup, P. A. (2018). Facebook: Changing the Face of Communication Research. Communication Research Trends, 37(1), 3-42.
Tang, Q., & Gan, F. (2025). Media Convergence: The Cross-Media Communication Revolution in the Post-Broadcast Era. International Journal of Press and Communication Analysis, 22(1), 22-36.
Teixeira, A. C., Beutler, D. L., Trentin, M. A. S., & Folle, D. (2017). Complexities of Cyberculture in Pierre Lévy and Developments in Education. Creative Education, 8(1), 119–130. https://doi.org/10.4236/ce.2017.81010
Villa, A., & Montoya, C. (2020). Manual de narrativas digitales V.2. https://narrativasdigitales.mincultura.gov.co
Villalobos Toraya, B. A., Ángulo Fuentes, H., García Morales, Á., & García Cupil, R. (2023). Análisis documental del Facebook como medio de comunicación en las organizaciones. Ciencia Latina Revista Científica Multidisciplinar, 7(3), 3651–3675. https://doi.org/10.37811/cl_rcm.v7i3.6432
Vizcaíno-Verdú, A., De-Casas-Moreno, P., & Tirocchi, S. (2023). Online prosumer convergence: Listening, creating and sharing music on YouTube and TikTok. Communication & Society, 36(1), 151–166. https://doi.org/10.15581/003.36.1.151-166
Zayani, M. (2021). Digital Journalism, Social Media Platforms, and Audience Engagement: The Case of AJ+. Digital Journalism, 9(1), 24–41. https://doi.org/10.1080/21670811.2020.1816140
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.