Publication
New communication approaches in thermal spa social media: A sentiment analysis of comments
| dc.contributor.author | Antunes, Vera | |
| dc.contributor.author | Gonçalves, Gisela | |
| dc.contributor.author | Estevão, Cristina | |
| dc.date.accessioned | 2024-08-20T09:29:36Z | |
| dc.date.available | 2024-08-20T09:29:36Z | |
| dc.date.issued | 2024-07-30 | |
| dc.description.abstract | This article reflects on the use of social media to communicate thermalism with a view to arouse curiosity about thermalism. Through strategic communication it emphasises both the medium (social media) and the objective (engagement with users). With the aim of researching and developing communication strategies in social media that can be used by thermal spas to increase the engagement of their followers, this study analyses the comments on social media and the opportunities that may arise when looking into the future of communication. The results come from the analysis of the social media of Termas de Chaves and Termas de São Pedro do Sul in Portugal, revealing that people are increasingly motivated to experience thermal services and products. Artificial intelligence was used to identify the sentiments in the comments, which provided relevant results to develop a model capable of maximising the benefits of thermalism and minimising communication problems with its audiences. This model supports a plurality of digital communication strategies, with different characteristics and objectives, but which fulfil a collective purpose: to disseminate information about thermalism in order to build a solid knowledge about it. This study highlights the need for further research on thermalism, with a special focus on communication. | pt_PT |
| dc.description.abstract | Este artículo reflexiona sobre el uso de las redes sociales para comunicar el termalismo con vistas a despertar la curiosidad por esta actividad. A través de la comunicación estratégica se enfatiza tanto en el medio (redes sociales) como en el objetivo (engagement con los usuarios). Con el objetivo de investigar y desarrollar estrategias de comunicación en redes sociales que puedan ser utilizadas por los balnearios para aumentar el engagement de sus seguidores, este estudio analiza los comentarios en redes sociales y las oportunidades que pueden surgir de cara al futuro de la comunicación. Los resultados provienen del análisis de las redes sociales de las Termas de Chaves y Termas de São Pedro do Sul en Portugal, revelando que las personas están cada vez más motivadas por experimentar servicios y productos termales. Se utilizó inteligencia artificial para identificar los sentimientos en los comentarios, lo que proporcionó resultados relevantes para desarrollar un modelo capaz de maximizar los beneficios del termalismo y minimizar los problemas de comunicación con sus públicos. Este modelo da soporte a una pluralidad de estrategias de comunicación digital, con características y objetivos diferentes, pero que cumplen un propósito colectivo: difundir información sobre el termalismo para construir un conocimiento sólido sobre el mismo. Este estudio pone de manifiesto la necesidad de seguir investigando sobre el termalismo, con especial atención a la comunicación. | |
| dc.description.version | info:eu-repo/semantics/publishedVersion | pt_PT |
| dc.identifier.citation | Antunes, V., Gonçalves, G., & Estevão, C. (2024). Nuevos enfoques de comunicación en las redes sociales de balnearios: un análisis de sentimiento de los comentarios. Revista De Estudios Empresariales. Segunda Época, 2, 125-145. https://doi.org/10.17561/ree.n2.2024.8808 | pt_PT |
| dc.identifier.doi | 10.17561/ree.n2.2024.8808 | pt_PT |
| dc.identifier.issn | 1988-9046 | |
| dc.identifier.uri | http://hdl.handle.net/10400.6/14457 | |
| dc.language.iso | eng | pt_PT |
| dc.peerreviewed | yes | pt_PT |
| dc.publisher | Universidade de Jaen | pt_PT |
| dc.relation | LabCom - Communication and Arts | |
| dc.relation | Research Unit in Business Sciences | |
| dc.relation.publisherversion | https://revistaselectronicas.ujaen.es/index.php/REE/article/view/8808 | pt_PT |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | pt_PT |
| dc.subject | Strategic Communication | pt_PT |
| dc.subject | Thermalism | pt_PT |
| dc.subject | Social Media | pt_PT |
| dc.subject | Sentiment Analysis | pt_PT |
| dc.title | New communication approaches in thermal spa social media: A sentiment analysis of comments | pt_PT |
| dc.title.alternative | Nuevos enfoques de comunicación en las redes sociales de balnearios: un análisis de sentimiento de los comentarios | |
| dc.type | journal article | |
| dspace.entity.type | Publication | |
| oaire.awardTitle | LabCom - Communication and Arts | |
| oaire.awardTitle | Research Unit in Business Sciences | |
| oaire.awardURI | info:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDP%2F00661%2F2020/PT | |
| oaire.awardURI | info:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F04630%2F2020/PT | |
| oaire.citation.endPage | 145 | pt_PT |
| oaire.citation.startPage | 125 | pt_PT |
| oaire.citation.title | Revista de Estudios Empresariales. Segunda Época | pt_PT |
| oaire.citation.volume | 2 | pt_PT |
| oaire.fundingStream | 6817 - DCRRNI ID | |
| oaire.fundingStream | 6817 - DCRRNI ID | |
| person.familyName | Antunes | |
| person.familyName | Gonçalves | |
| person.familyName | ESTEVÃO | |
| person.givenName | Vera | |
| person.givenName | Gisela | |
| person.givenName | CRISTINA | |
| person.identifier | 1592602 | |
| person.identifier.ciencia-id | 8516-92A5-7DE5 | |
| person.identifier.ciencia-id | A313-615F-1256 | |
| person.identifier.ciencia-id | C11A-0221-1D07 | |
| person.identifier.orcid | 0000-0001-7195-8791 | |
| person.identifier.orcid | 0000-0001-7001-3622 | |
| person.identifier.orcid | 0000-0002-2991-9139 | |
| person.identifier.rid | F-6579-2015 | |
| person.identifier.rid | M-4876-2013 | |
| person.identifier.scopus-author-id | 26635267900 | |
| person.identifier.scopus-author-id | 55341101100 | |
| project.funder.identifier | http://doi.org/10.13039/501100001871 | |
| project.funder.identifier | http://doi.org/10.13039/501100001871 | |
| project.funder.name | Fundação para a Ciência e a Tecnologia | |
| project.funder.name | Fundação para a Ciência e a Tecnologia | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | article | pt_PT |
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