<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1659-2859</journal-id>
<journal-title><![CDATA[Revista Reflexiones]]></journal-title>
<abbrev-journal-title><![CDATA[Reflexiones]]></abbrev-journal-title>
<issn>1659-2859</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Costa Rica, Facultad de Ciencias Sociales]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1659-28592018000100039</article-id>
<article-id pub-id-type="doi">10.15517/rr.v97i1.33283</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Facebook y Twitter: un recorrido por las principales líneas de investigación]]></article-title>
<article-title xml:lang="en"><![CDATA[Facebook and Twitter: an overview of main research aspects]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Montero Corrales]]></surname>
<given-names><![CDATA[Laura]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Costa Rica Escuela de Ciencias de la Comunicación Colectiva ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Costa Rica</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2018</year>
</pub-date>
<volume>97</volume>
<numero>1</numero>
<fpage>39</fpage>
<lpage>52</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.sa.cr/scielo.php?script=sci_arttext&amp;pid=S1659-28592018000100039&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.sa.cr/scielo.php?script=sci_abstract&amp;pid=S1659-28592018000100039&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.sa.cr/scielo.php?script=sci_pdf&amp;pid=S1659-28592018000100039&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Este artículo analiza los antecedentes y principales aportes de la investigación en redes sociales en Internet desde el campo de la Publicidad, específicamente Facebook y Twitter. Además, se detallan estudios que hablan del fenómeno desde la producción y la recepción de los mensajes, aunado a la influencia personal en medios sociales. Se pretende que el lector reflexione sobre las diferentes disciplinas que han centrado sus esfuerzos en el estudio de la prevalencia e importancia de las redes sociales en la vida moderna y el impacto que significan para la producción, recepción y circulación de la publicidad. Existe la necesidad de realizar investigaciones sobre el cambio de las estrategias publicitarias, a raíz del advenimiento de Facebook y Twitter.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This paper analyzes the precedents and main contributions of the research over social media within the field of Advertising. Moreover, studies related to the production and reception of messages in social media, as well as personal influence in this medium, are referenced. The intention of this paper is to invite the reader to reflect upon all the different disciplines that have concentrated principally on the study of the prevalence and the importance of social media in modern life and the impact that they have on the publicity production, reception and traffic. There is a need to conduct research on the change in advertising strategies, as a result of the advent of Facebook and Twitter.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[redes sociales]]></kwd>
<kwd lng="es"><![CDATA[Facebook]]></kwd>
<kwd lng="es"><![CDATA[Twitter]]></kwd>
<kwd lng="es"><![CDATA[estrategias publicitarias]]></kwd>
<kwd lng="es"><![CDATA[mensajes publicitarios]]></kwd>
<kwd lng="en"><![CDATA[social media]]></kwd>
<kwd lng="en"><![CDATA[Facebook]]></kwd>
<kwd lng="en"><![CDATA[Twitter]]></kwd>
<kwd lng="en"><![CDATA[advertising]]></kwd>
<kwd lng="en"><![CDATA[publicity messages]]></kwd>
</kwd-group>
</article-meta>
</front><back>
<ref-list>
<ref id="B1">
<nlm-citation citation-type="confpro">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Acosta]]></surname>
<given-names><![CDATA[Yanet]]></given-names>
</name>
</person-group>
<source><![CDATA[Twitter y la comunicación gastronómica]]></source>
<year>2010</year>
<conf-name><![CDATA[ IICongreso Internacional Latina de Comunicación Social]]></conf-name>
<conf-loc>España </conf-loc>
</nlm-citation>
</ref>
<ref id="B2">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Aguado]]></surname>
<given-names><![CDATA[María]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[¿Para qué sirven las redes sociales?]]></article-title>
<source><![CDATA[Revista de Comunicación]]></source>
<year>2012</year>
<volume>45</volume>
<page-range>7-9</page-range></nlm-citation>
</ref>
<ref id="B3">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Alsina]]></surname>
<given-names><![CDATA[Miquel]]></given-names>
</name>
</person-group>
<source><![CDATA[Los modelos de la comunicación]]></source>
<year>1995</year>
<publisher-loc><![CDATA[Madrid ]]></publisher-loc>
<publisher-name><![CDATA[Técnos]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B4">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Andrés]]></surname>
<given-names><![CDATA[Gonzalo]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Prácticas culturales en red: reflexión sobre la participación y producción de los internautas]]></article-title>
<source><![CDATA[Poliantea]]></source>
<year>2012</year>
<volume>14</volume>
<numero>8</numero>
<issue>8</issue>
</nlm-citation>
</ref>
<ref id="B5">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Auletta]]></surname>
<given-names><![CDATA[Nuncia]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Las empresas criollas y el mercadeo en la red]]></article-title>
<source><![CDATA[Debates IESA]]></source>
<year>2009</year>
<volume>14</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>14-20</page-range></nlm-citation>
</ref>
<ref id="B6">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Barlund]]></surname>
<given-names><![CDATA[Dean]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[A transactional systems model of communication: Implications for transactional analysis]]></article-title>
<source><![CDATA[Journal of Business Communication]]></source>
<year>1970</year>
<volume>15</volume>
<page-range>65-73</page-range></nlm-citation>
</ref>
<ref id="B7">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Bassford]]></surname>
<given-names><![CDATA[Marie.]]></given-names>
</name>
<name>
<surname><![CDATA[Ivins]]></surname>
<given-names><![CDATA[Jonathan]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Encouraging formative peer review via social networking sites]]></article-title>
<source><![CDATA[British Journal of Educational Technology]]></source>
<year>2010</year>
<volume>41</volume>
<numero>5</numero>
<issue>5</issue>
<page-range>E67-9</page-range></nlm-citation>
</ref>
<ref id="B8">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Baudrillard]]></surname>
<given-names><![CDATA[Jean]]></given-names>
</name>
</person-group>
<source><![CDATA[El sistema de los objetos]]></source>
<year>1975</year>
<publisher-loc><![CDATA[México ]]></publisher-loc>
<publisher-name><![CDATA[Siglo XXI]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B9">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Baudrillard]]></surname>
<given-names><![CDATA[Jean]]></given-names>
</name>
</person-group>
<source><![CDATA[Cultura y simulacro]]></source>
<year>1978</year>
<publisher-loc><![CDATA[Barcelona ]]></publisher-loc>
<publisher-name><![CDATA[Editorial Kairos]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B10">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Baudrillard]]></surname>
<given-names><![CDATA[Jean]]></given-names>
</name>
</person-group>
<source><![CDATA[The consumer society]]></source>
<year>1998</year>
<publisher-loc><![CDATA[London ]]></publisher-loc>
<publisher-name><![CDATA[SAGE Publications]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B11">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Belch]]></surname>
<given-names><![CDATA[George.]]></given-names>
</name>
<name>
<surname><![CDATA[Belch]]></surname>
<given-names><![CDATA[Michael]]></given-names>
</name>
</person-group>
<source><![CDATA[Publicidad y promoción. Perspectivas de la comunicación de marketing integral]]></source>
<year>2004</year>
<edition>6ª ed</edition>
<publisher-loc><![CDATA[México ]]></publisher-loc>
<publisher-name><![CDATA[McGraw-Hill]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B12">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Boyd]]></surname>
<given-names><![CDATA[Danah]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Socializing digitally]]></article-title>
<source><![CDATA[Vodafone Receiver Magazine]]></source>
<year>2007</year>
<volume>18</volume>
<page-range>1-6</page-range></nlm-citation>
</ref>
<ref id="B13">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Boyd]]></surname>
<given-names><![CDATA[Danah]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Social setwork Sites: Definition, history, and scholarship]]></article-title>
<source><![CDATA[Journal of Computer-Mediated Communication]]></source>
<year>2008</year>
<volume>13</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>210-30</page-range></nlm-citation>
</ref>
<ref id="B14">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Boyd]]></surname>
<given-names><![CDATA[Danah]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[To see and be seen: Celebrity practice on Twitter]]></article-title>
<source><![CDATA[Convergence: The International Journal of Research into New Media Technologies]]></source>
<year>2011</year>
<volume>17</volume>
<page-range>139</page-range></nlm-citation>
</ref>
<ref id="B15">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Boyd]]></surname>
<given-names><![CDATA[Danah]]></given-names>
</name>
</person-group>
<source><![CDATA[It's complicated: The social lives of networked teens]]></source>
<year>2014</year>
<publisher-loc><![CDATA[New Haven, CT ]]></publisher-loc>
<publisher-name><![CDATA[Yale University Press]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B16">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Burgess]]></surname>
<given-names><![CDATA[Jean]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Hearing ordinary voices]]></article-title>
<source><![CDATA[Continuum: Journal of Media &amp; Culture]]></source>
<year>2006</year>
<volume>20</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>201-14</page-range></nlm-citation>
</ref>
<ref id="B17">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Castells]]></surname>
<given-names><![CDATA[Manuel]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Creatividad, innovación y cultura digital]]></article-title>
<source><![CDATA[Revista Telos]]></source>
<year>2009</year>
</nlm-citation>
</ref>
<ref id="B18">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Certau]]></surname>
<given-names><![CDATA[Manuel]]></given-names>
</name>
</person-group>
<source><![CDATA[L&#8217;invention du quotidien]]></source>
<year>1980</year>
<volume>1</volume>
<publisher-loc><![CDATA[Paris ]]></publisher-loc>
<publisher-name><![CDATA[UGE]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B19">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Cobo]]></surname>
<given-names><![CDATA[Cristóbal.]]></given-names>
</name>
<name>
<surname><![CDATA[Pardo]]></surname>
<given-names><![CDATA[Hugo]]></given-names>
</name>
</person-group>
<source><![CDATA[Planeta web 2.0. Inteligencia colectiva o medios fast food]]></source>
<year>2007</year>
<publisher-loc><![CDATA[Barcelona / México DF ]]></publisher-loc>
<publisher-name><![CDATA[Universitat de Vic. Flacso México]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B20">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Del Pino]]></surname>
<given-names><![CDATA[Cristina]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Redes sociales, comunicación publicitaria y usuario digital en la nueva era]]></article-title>
<source><![CDATA[Revista Comunicar]]></source>
<year>2011</year>
<volume>9</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>163-74</page-range></nlm-citation>
</ref>
<ref id="B21">
<nlm-citation citation-type="">
<collab>Facebook</collab>
<source><![CDATA[Facebook info]]></source>
<year>2011</year>
</nlm-citation>
</ref>
<ref id="B22">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Faina]]></surname>
<given-names><![CDATA[Joseph]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Twitter and the new publicity]]></article-title>
<source><![CDATA[A Review of General Semantics]]></source>
<year>2012</year>
<volume>69</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>55-71</page-range></nlm-citation>
</ref>
<ref id="B23">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Flores]]></surname>
<given-names><![CDATA[Jesús]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Nuevos modelos de comunicación, perfiles y tendencias en las redes sociales]]></article-title>
<source><![CDATA[Revista Científica de Comunicación y Educación]]></source>
<year>2009</year>
<volume>33</volume>
<page-range>73-81</page-range></nlm-citation>
</ref>
<ref id="B24">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[García-De-Torres]]></surname>
<given-names><![CDATA[Elvira.]]></given-names>
</name>
<name>
<surname><![CDATA[Yezers&#8217;ka]]></surname>
<given-names><![CDATA[Lyudmyla.]]></given-names>
</name>
<name>
<surname><![CDATA[Rost]]></surname>
<given-names><![CDATA[Alejandro.]]></given-names>
</name>
<name>
<surname><![CDATA[Calderin]]></surname>
<given-names><![CDATA[Mabel.]]></given-names>
</name>
<name>
<surname><![CDATA[Edo]]></surname>
<given-names><![CDATA[Concha.]]></given-names>
</name>
<name>
<surname><![CDATA[Rojano]]></surname>
<given-names><![CDATA[Miladys.]]></given-names>
</name>
<name>
<surname><![CDATA[Said]]></surname>
<given-names><![CDATA[Elías.]]></given-names>
</name>
<name>
<surname><![CDATA[Correidora]]></surname>
<given-names><![CDATA[Loreto]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Uso de Twitter y Facebook por los medios iberoamericanos]]></article-title>
<source><![CDATA[El Profesional de la Información]]></source>
<year>2011</year>
<volume>20</volume>
<numero>6</numero>
<issue>6</issue>
<page-range>611-20</page-range></nlm-citation>
</ref>
<ref id="B25">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Gómez]]></surname>
<given-names><![CDATA[Margarita.]]></given-names>
</name>
<name>
<surname><![CDATA[Soto]]></surname>
<given-names><![CDATA[Ivette]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Los medios sociales como una herramienta estratégica para la comunicación corporativa]]></article-title>
<source><![CDATA[Revista Internacional de Relaciones Públicas]]></source>
<year>2011</year>
<volume>1</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>157-74</page-range></nlm-citation>
</ref>
<ref id="B26">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Gómez Borrero]]></surname>
<given-names><![CDATA[Pilar]]></given-names>
</name>
</person-group>
<source><![CDATA[Prensa e internet. ¿Dónde está el negocio?]]></source>
<year>2010</year>
<publisher-loc><![CDATA[Madrid ]]></publisher-loc>
<publisher-name><![CDATA[MediosOn]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B27">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Greer]]></surname>
<given-names><![CDATA[Clark.]]></given-names>
</name>
<name>
<surname><![CDATA[Ferguson]]></surname>
<given-names><![CDATA[Douglas]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Using Twitter for promotion and branding: A content analysis of local television Twitter sites]]></article-title>
<source><![CDATA[Journal of Broadcasting &amp; Electronic Media]]></source>
<year>2011</year>
<volume>55</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>198-214</page-range></nlm-citation>
</ref>
<ref id="B28">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Hoffman]]></surname>
<given-names><![CDATA[Donna.]]></given-names>
</name>
<name>
<surname><![CDATA[Fodor]]></surname>
<given-names><![CDATA[Marek]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Can you measure the ROI of your social media marketing?]]></article-title>
<source><![CDATA[Sloan Management Review]]></source>
<year>2010</year>
<volume>52</volume>
<numero>1</numero>
<issue>1</issue>
</nlm-citation>
</ref>
<ref id="B29">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Horn]]></surname>
<given-names><![CDATA[Laura]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Online marketing strategies for reaching today's teens]]></article-title>
<source><![CDATA[Young Adult Library Services]]></source>
<year>2011</year>
<volume>9</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>24-7</page-range></nlm-citation>
</ref>
<ref id="B30">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Hyojung]]></surname>
<given-names><![CDATA[Park.]]></given-names>
</name>
<name>
<surname><![CDATA[Rodgers]]></surname>
<given-names><![CDATA[Shelly.]]></given-names>
</name>
<name>
<surname><![CDATA[Stemmle]]></surname>
<given-names><![CDATA[Jon]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Health organizations' use of Facebook for health advertising and promotion]]></article-title>
<source><![CDATA[Journal of Interactive Advertising]]></source>
<year></year>
<volume>12</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>62-77</page-range></nlm-citation>
</ref>
<ref id="B31">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Hsu-Hsien]]></surname>
<given-names><![CDATA[Chi]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Interactive digital advertising vs. virtual brand. Community: Exploratory study of user motivation and social media marketing responses in Taiwan]]></article-title>
<source><![CDATA[Journal of Interactive Advertising]]></source>
<year>2011</year>
<volume>12</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>44-61</page-range></nlm-citation>
</ref>
<ref id="B32">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Huber]]></surname>
<given-names><![CDATA[Johannes.]]></given-names>
</name>
<name>
<surname><![CDATA[Landherr]]></surname>
<given-names><![CDATA[Andrea.]]></given-names>
</name>
<name>
<surname><![CDATA[Probst]]></surname>
<given-names><![CDATA[Florian.]]></given-names>
</name>
<name>
<surname><![CDATA[Reisser]]></surname>
<given-names><![CDATA[Christian]]></given-names>
</name>
</person-group>
<source><![CDATA[Stimulating user activity on company fan pages in online social networks: ECIS 2012]]></source>
<year>2012</year>
</nlm-citation>
</ref>
<ref id="B33">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Katz]]></surname>
<given-names><![CDATA[Elihu.]]></given-names>
</name>
<name>
<surname><![CDATA[Lazarsfeld]]></surname>
<given-names><![CDATA[Paul]]></given-names>
</name>
</person-group>
<source><![CDATA[Personal influence.]]></source>
<year>1955</year>
<publisher-loc><![CDATA[New Brunswick, NJ ]]></publisher-loc>
<publisher-name><![CDATA[Transaction Publishers.]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B34">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Klein]]></surname>
<given-names><![CDATA[Naomi]]></given-names>
</name>
</person-group>
<source><![CDATA[No logo: El poder de las marcas]]></source>
<year>2007</year>
<publisher-loc><![CDATA[Barcelona ]]></publisher-loc>
<publisher-name><![CDATA[Paidós]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B35">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kwon]]></surname>
<given-names><![CDATA[Eun.]]></given-names>
</name>
<name>
<surname><![CDATA[Sun]]></surname>
<given-names><![CDATA[Youngjun]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Follow me! Global marketers' Twitter use.]]></article-title>
<source><![CDATA[Journal of Interactive Advertising]]></source>
<year>2011</year>
<volume>12</volume>
<page-range>1-10</page-range></nlm-citation>
</ref>
<ref id="B36">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Lipsman]]></surname>
<given-names><![CDATA[Andrew.]]></given-names>
</name>
<name>
<surname><![CDATA[Mudd]]></surname>
<given-names><![CDATA[Graham.]]></given-names>
</name>
<name>
<surname><![CDATA[Rich]]></surname>
<given-names><![CDATA[Mike.]]></given-names>
</name>
<name>
<surname><![CDATA[Bruich]]></surname>
<given-names><![CDATA[Sean]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The power of &#8220;like&#8221;: How brands reach (and influence) fans through social-media marketing]]></article-title>
<source><![CDATA[Journal of Advertising Research]]></source>
<year>2012</year>
<volume>52</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>40-52</page-range></nlm-citation>
</ref>
<ref id="B37">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Lehhart]]></surname>
<given-names><![CDATA[Amanda.]]></given-names>
</name>
<name>
<surname><![CDATA[Smith]]></surname>
<given-names><![CDATA[Aaron.]]></given-names>
</name>
<name>
<surname><![CDATA[Rainie]]></surname>
<given-names><![CDATA[Lee]]></given-names>
</name>
</person-group>
<source><![CDATA[The tone of life on social networking sites 2012. Pew Research Center&#8217;s Internet &amp; American Life Project]]></source>
<year>2012</year>
</nlm-citation>
</ref>
<ref id="B38">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Levy]]></surname>
<given-names><![CDATA[Pierre]]></given-names>
</name>
</person-group>
<source><![CDATA[Cibercultura]]></source>
<year>2007</year>
<publisher-loc><![CDATA[Barcelona ]]></publisher-loc>
<publisher-name><![CDATA[Anthropos]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B39">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[López]]></surname>
<given-names><![CDATA[Guadalupe.]]></given-names>
</name>
<name>
<surname><![CDATA[Ciuffoli]]></surname>
<given-names><![CDATA[Clara]]></given-names>
</name>
</person-group>
<source><![CDATA[Facebook es el mensjae. Oralidad, escritura y después]]></source>
<year>2012</year>
<publisher-loc><![CDATA[Buenos Aires ]]></publisher-loc>
<publisher-name><![CDATA[La Crujía]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B40">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Maestri]]></surname>
<given-names><![CDATA[Mariana]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Las audiencias digitales: convergencias y prácticas]]></article-title>
<person-group person-group-type="editor">
<name>
<surname><![CDATA[Valdettaro]]></surname>
<given-names><![CDATA[S]]></given-names>
</name>
</person-group>
<source><![CDATA[Interfaces y pantallas: análisis de dispositivos de comunicación]]></source>
<year>2011</year>
<publisher-loc><![CDATA[Rosario ]]></publisher-loc>
<publisher-name><![CDATA[UNR]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B41">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[McLuhan]]></surname>
<given-names><![CDATA[Marshall.]]></given-names>
</name>
</person-group>
<source><![CDATA[The medium is the message]]></source>
<year>1996</year>
<publisher-loc><![CDATA[Berkeley, CA ]]></publisher-loc>
<publisher-name><![CDATA[Gingko Press]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B42">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Monge]]></surname>
<given-names><![CDATA[Sergio.]]></given-names>
</name>
<name>
<surname><![CDATA[Olabarri]]></surname>
<given-names><![CDATA[María]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Los alumnos de la UPV/EHU frente a Tuenti y Facebook: Usos y percepciones]]></article-title>
<source><![CDATA[Revista Latina de Comunicación Social]]></source>
<year>2011</year>
<volume>66</volume>
<page-range>1-25</page-range></nlm-citation>
</ref>
<ref id="B43">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Noguera]]></surname>
<given-names><![CDATA[Jose]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Redes sociales como paradigma periodístico. Medios españoles en Facebook]]></article-title>
<source><![CDATA[Revista Latina de Comunicación Social]]></source>
<year>2010</year>
<volume>65</volume>
<page-range>176-86</page-range></nlm-citation>
</ref>
<ref id="B44">
<nlm-citation citation-type="confpro">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ognyanova]]></surname>
<given-names><![CDATA[Katherine]]></given-names>
</name>
</person-group>
<source><![CDATA[Actors and links in the media system: Applying a network perspective to the study of media production, content and audience]]></source>
<year>2011</year>
<conf-name><![CDATA[ The International Communication´s Virtual Conference]]></conf-name>
<conf-loc> </conf-loc>
</nlm-citation>
</ref>
<ref id="B45">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[O'Reilly]]></surname>
<given-names><![CDATA[Tim]]></given-names>
</name>
</person-group>
<source><![CDATA[What is web 2.0]]></source>
<year>2005</year>
</nlm-citation>
</ref>
<ref id="B46">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Pérez-Later]]></surname>
<given-names><![CDATA[Francisco.]]></given-names>
</name>
<name>
<surname><![CDATA[Blanco]]></surname>
<given-names><![CDATA[Idoia.]]></given-names>
</name>
<name>
<surname><![CDATA[Sánchez]]></surname>
<given-names><![CDATA[Cristina]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Social networks, media and audiences: A literature review]]></article-title>
<source><![CDATA[Comunicación y Sociedad]]></source>
<year>2011</year>
<volume>24</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>63-74</page-range></nlm-citation>
</ref>
<ref id="B47">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Prouxl]]></surname>
<given-names><![CDATA[Serge]]></given-names>
</name>
</person-group>
<source><![CDATA[Les formes d&#8217;appropriation d&#8217;une culture numérique comme enjeu d&#8217;une société du savoir]]></source>
<year>2001</year>
<publisher-loc><![CDATA[Québec ]]></publisher-loc>
<publisher-name><![CDATA[COREVI]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B48">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Romero]]></surname>
<given-names><![CDATA[María.]]></given-names>
</name>
<name>
<surname><![CDATA[Fanjul]]></surname>
<given-names><![CDATA[Carlos]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[La publicidad en la era digital: El microsite como factor estratégico de las campañas publicitarias on-line]]></article-title>
<source><![CDATA[Revista Científica de Comunicación y Educación]]></source>
<year>2010</year>
<volume>34</volume>
<page-range>125-35</page-range></nlm-citation>
</ref>
<ref id="B49">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Salaverría]]></surname>
<given-names><![CDATA[Ramón]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Convergencia de medios]]></article-title>
<source><![CDATA[Revista Latinoamericana de Comunicación]]></source>
<year>2003</year>
<volume>81</volume>
<page-range>65-81</page-range></nlm-citation>
</ref>
<ref id="B50">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Said]]></surname>
<given-names><![CDATA[Elías.]]></given-names>
</name>
<name>
<surname><![CDATA[Arcila]]></surname>
<given-names><![CDATA[Carlos]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Líderes de opinión en Colombia, Venezuela e Irán. El caso de los 20 usuarios más vistos en Twitter]]></article-title>
<source><![CDATA[Comunicación y Sociedad]]></source>
<year>2011</year>
<volume>24</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>75-100</page-range></nlm-citation>
</ref>
<ref id="B51">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Sánchez]]></surname>
<given-names><![CDATA[Luis]]></given-names>
</name>
</person-group>
<source><![CDATA[Semiótica de la publicidad.]]></source>
<year>1997</year>
<publisher-loc><![CDATA[Barcelona ]]></publisher-loc>
<publisher-name><![CDATA[Editorial Síntesis.]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B52">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Santesmases Mestre]]></surname>
<given-names><![CDATA[Miguel]]></given-names>
</name>
</person-group>
<source><![CDATA[Términos de marketing. Diccionario-base de datos]]></source>
<year>1996</year>
<publisher-loc><![CDATA[Madrid ]]></publisher-loc>
<publisher-name><![CDATA[Pirámide.]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B53">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Scarpelli]]></surname>
<given-names><![CDATA[Agustín]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Google es más poderoso que las cadenas de tv o las discográficas]]></article-title>
<source><![CDATA[Revista Ñ]]></source>
<year>2011</year>
</nlm-citation>
</ref>
<ref id="B54">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Scheinsohn]]></surname>
<given-names><![CDATA[Daniel]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[La tercera gran revolución de la comunicación en las organizaciones y la inminencia del DircoN]]></article-title>
<source><![CDATA[RiHumSo - Revista de Investigación del Departamento de Humanidades y Ciencias Sociales]]></source>
<year>2014</year>
<volume>2</volume>
<numero>5</numero>
<issue>5</issue>
<page-range>3-22</page-range></nlm-citation>
</ref>
<ref id="B55">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Scolari]]></surname>
<given-names><![CDATA[Carlos]]></given-names>
</name>
</person-group>
<source><![CDATA[Hacer clic. Hacia una sociosemiótica de las interacciones digitales]]></source>
<year>2004</year>
<publisher-loc><![CDATA[Barcelona ]]></publisher-loc>
<publisher-name><![CDATA[Gedisa]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B56">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Scolari]]></surname>
<given-names><![CDATA[Carlos]]></given-names>
</name>
</person-group>
<source><![CDATA[Hipermediaciones. Elementos para una teoría de la comunicación digital interactiva]]></source>
<year>2008</year>
<publisher-loc><![CDATA[Barcelona ]]></publisher-loc>
<publisher-name><![CDATA[Gedisa]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B57">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Strand]]></surname>
<given-names><![CDATA[John]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Facebook: Trademarks, fan pages and community pages]]></article-title>
<source><![CDATA[Intellectual Property &amp; Technology Law Journal]]></source>
<year>2011</year>
<volume>23</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>10-4</page-range></nlm-citation>
</ref>
<ref id="B58">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Analysis]]></surname>
<given-names><![CDATA[The Cocktail]]></given-names>
</name>
</person-group>
<source><![CDATA[La 4ª Oleada Observatorio de Redes Sociales en España]]></source>
<year>2012</year>
</nlm-citation>
</ref>
<ref id="B59">
<nlm-citation citation-type="">
<collab>Twitter</collab>
<source><![CDATA[Twitter about]]></source>
<year>2011</year>
</nlm-citation>
</ref>
<ref id="B60">
<nlm-citation citation-type="">
<collab>UNIMER</collab>
<source><![CDATA[Estudio de redes sociales 2011]]></source>
<year>2011</year>
</nlm-citation>
</ref>
<ref id="B61">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Valenilla]]></surname>
<given-names><![CDATA[Ricardo]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Las marcas llegaron a las redes sociales]]></article-title>
<source><![CDATA[Debates IESA]]></source>
<year>2011</year>
<volume>16</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>54-7</page-range></nlm-citation>
</ref>
<ref id="B62">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Veron]]></surname>
<given-names><![CDATA[Eliseo]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[El análisis del &#8220;Contrato de Lectura&#8221;, un nuevo método para los estudios de posicionamiento de los soportes de los media]]></article-title>
<collab>IREP</collab>
<source><![CDATA[Les medias: Experiences, recherches actuelles, aplications]]></source>
<year>1985</year>
<publisher-loc><![CDATA[París ]]></publisher-loc>
<publisher-name><![CDATA[IREP]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B63">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Veron]]></surname>
<given-names><![CDATA[Eliseo]]></given-names>
</name>
</person-group>
<source><![CDATA[La semiosis social: El discurso político]]></source>
<year>1988</year>
<publisher-loc><![CDATA[México ]]></publisher-loc>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B64">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Veron]]></surname>
<given-names><![CDATA[Eliseo]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[De la imagen semiológica a las discursividades]]></article-title>
<person-group person-group-type="editor">
<name>
<surname><![CDATA[Veyrat-Masson]]></surname>
<given-names><![CDATA[I.]]></given-names>
</name>
<name>
<surname><![CDATA[Dayan]]></surname>
<given-names><![CDATA[D]]></given-names>
</name>
</person-group>
<source><![CDATA[Espacios públicos en imágenes]]></source>
<year>1996</year>
<publisher-loc><![CDATA[Barcelona ]]></publisher-loc>
<publisher-name><![CDATA[Gedisa]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B65">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Veron]]></surname>
<given-names><![CDATA[Eliseo]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Esquema para el análisis de la mediatización]]></article-title>
<source><![CDATA[Diálogos]]></source>
<year>1997</year>
<volume>48</volume>
<page-range>9-16</page-range></nlm-citation>
</ref>
<ref id="B66">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Veron]]></surname>
<given-names><![CDATA[Eliseo]]></given-names>
</name>
</person-group>
<source><![CDATA[Espacios mentales]]></source>
<year>2002</year>
<publisher-loc><![CDATA[Barcelona ]]></publisher-loc>
<publisher-name><![CDATA[Gedisa]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B67">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Veron]]></surname>
<given-names><![CDATA[Eliseo]]></given-names>
</name>
</person-group>
<source><![CDATA[Papeles en el tiempo]]></source>
<year>2011</year>
<publisher-loc><![CDATA[Buenos Aires ]]></publisher-loc>
<publisher-name><![CDATA[Editorial Paidós]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B68">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Wiener]]></surname>
<given-names><![CDATA[Norbert]]></given-names>
</name>
</person-group>
<source><![CDATA[Cibernetica y sociedad]]></source>
<year>1950</year>
<publisher-loc><![CDATA[Buenos Aires ]]></publisher-loc>
<publisher-name><![CDATA[Editorial Paidós]]></publisher-name>
</nlm-citation>
</ref>
</ref-list>
</back>
</article>
