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Observatorio (OBS*)

versión On-line ISSN 1646-5954

Resumen

TYMOSHCHUK, Oksana et al. Digital mediation for territorial innovation: a multiple case study in social media. OBS* [online]. 2019, vol.13, n.4, pp.70-88. ISSN 1646-5954.  http://dx.doi.org/10.15847/obsOBS13420191435.

Digital social networks are contemporary info-communicational spaces, which are influencing the social and economic development of the territories. Still, the role of digital social networks in the process of community-led territorial innovation has not yet been sufficiently investigated. The scarcity of scientific studies and publications on this subject warrants further investigation. This article contributes to the understanding of the role of digital social networks in the promotion of effective scenarios of territorial innovation in the areas of Tourism and of Health and Well-being. In this sense, a benchmarking of the use of social networks (Facebook, Twitter, and Youtube) of local initiatives was carried out to identify examples of good practices in the use of social networks to stimulate territorial innovation projects. Despite the different number of followers and distinct levels of engagement and collaboration among users, it was possible, through this data collection, to observe the main drivers for participation in the initiatives studied. Regardless of the specificity of the cases studied, this study contributes to the development of a more analytical view on social networks management practices; the results achieved can be used to draw recommendations for the effective consolidation of strategies aimed at promoting the power of initiative of local communities.

Palabras clave : Communication; Digital mediation; Community-based led territorial innovation; Digital social networks.

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