La promoción diluida como estrategia de viralización de contenido para redes sociales

Abstract

The present research seeks to verify if diluted promotion is a digital communication strategy that thanks to its viral tactics, management of emotions in the user's behavior and constant updating, it allows the circulation of content in social networks. This study was carried out based on the observation of the publications of an Argentinean news fan page on Facebook, named Clarín, and from videos in a Mexican entertainment channel on YouTube, called Tu Cosmopolis. In this research, content analysis was used during a week of observation to determine quantitative results of both media. Based on the above, in the course of this paper, each of the textual, graphic, audiovisual, temporal and structural elements of some randomly chosen posts and videos from Clarín and Tu Cosmopolis, respectively, are analyzed to determine if, diluted promotion in effect is applicable to circulate information in social networks.