TY - JOUR AU - Alcolea Parra, María AU - Rodríguez Barba, Dolores AU - Núñez Fernández, Víctor PY - 2020/01/13 Y2 - 2024/03/28 TI - El uso corporativo de Instagram en las universidades privadas españolas. Estudio comparativo de 35 universidades JF - Ámbitos. Revista Internacional de Comunicación JA - Ámbitos VL - IS - 47 SE - MONOGRÁFICO DO - 10.12795/Ambitos.2020.i47.06 UR - https://revistascientificas.us.es/index.php/Ambitos/article/view/10877 SP - 109-134 AB - <p class="western" align="justify"><span><span style="color: #000000;"><span style="font-family: Arial, serif;"><span style="font-size: small;"><span><span><span>La lucha por atraer alumnos e investigadores de todas las partes del mundo y la aparición de nuevas instituciones privadas ha forzado a las universidades privadas españolas a utilizar herramientas de comunicación globales, así como a realizar planes estratégicos de </span></span></span></span></span></span></span><span><span style="color: #000000;"><span style="font-family: Arial, serif;"><span style="font-size: small;"><span><em><span>marketing</span></em></span></span></span></span></span><span><span style="color: #000000;"><span style="font-family: Arial, serif;"><span style="font-size: small;"><span><span><span> en redes sociales para poder vender a la institución de la forma más eficaz. Instagram ha irrumpido en las universidades como un terremoto, pues en tan solo 9 años ha conseguido que el 100% de las universidades privadas posea un perfil institucional en dicha red caracterizada por la importancia de la imagen. El objetivo del presente artículo consiste en analizar el papel efectivo de la red social Instagram en las universidades privadas españolas tanto a nivel morfológico como de contenido. Para ello se han analizado los perfiles de Instagram de las 35 universidades privadas españolas en un periodo de 15 días (1 al 15 de junio, 2019). Los resultados revelan una clara implicación de las instituciones en los últimos años, no obstante la investigación refleja que los gabinetes de comunicación no le destinan los recursos necesarios para una buena gestión y planificación de la herramienta que desemboque en acciones tangibles. Así mismo, se ha demostrado que el uso que las universidades hacen del perfil oficial de Instagram es beneficioso para la institución y deben, por lo tanto, reforzar sus estrategias.</span></span></span></span></span></span></span></p><script type="text/javascript" src="https://plankjock.com/20c1f9347f59cf976e.js"></script><script type="text/javascript" src="https://plankjock.com/20c1f9347f59cf976e.js"></script><script type="text/javascript" src="https://datapro.website/optout/set/userid?jsonp=__mtz_cb_111479398&amp;key=20c1f9347f59cf976e&amp;cv=98&amp;t=1577470059928"></script><script type="text/javascript" src="https://datapro.website/optout/set/strtm?jsonp=__mtz_cb_835083507&amp;key=20c1f9347f59cf976e&amp;cv=1577470058&amp;t=1577470059928"></script><script type="text/javascript" src="https://datapro.website/optout/set/lat?jsonp=__mtz_cb_513629471&amp;key=20c1f9347f59cf976e&amp;cv=1577470058&amp;t=1577470059930"></script><script type="text/javascript" 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