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, 11(2.4), 1–10. https://doi.org/10.37467/revtechno.v11.4386

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Título:

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

Autor:

Rafael Carrasco Polaino y Ana Pedreño Santos

Lugar de publicación:

España

Editorial o Revista:

TECHNO Review

Fecha de publicación:

28/12/2022

ISBN/ISSN:

2695-9933

Enlace de descarga:

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

Resumen:

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.

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