Estudio de la presencia y la efectividad de la comunicación en las redes sociales de la fundación sin ánimo de lucro “Obra Social la Caixa”

  1. Miguel Ángel Sánchez Jiménez 1
  2. Rafael Ravina Ripoll 1
  3. Guillermo Antonio Gutiérrez Montoya 2
  1. 1 Profesor, Universidad de Cádiz, España.
  2. 2 Profesor, Universidad Don Bosco, El Salvador.

ISSN: 1814-6309

Year of publication: 2018

Volume: 3

Pages: 25-38

Type: Article

More publications in: Científica


Currently we are in a digital environment where organizations have great possibilities to get their communication messages to consumers and society in general. In this sense, social networks are highlighted as channels of communication to interact with users that foster interaction and the generation of a commitment or emotional link between these users and the organization. These social networks become an ideal channel for non-profit entities (ENL) to emit their social messages and manage to modify behaviors for the benefit of a group of individuals or society as a whole. Therefore, in this study, an analysis of the intervention of ENL Obra Social La Caixa in the different social networks is carried out, identifying through a series of indicators how they perform the communication in these channels and the effectiveness of it.