<?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>0188-252X</journal-id>
<journal-title><![CDATA[Comunicación y sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Comun. soc]]></abbrev-journal-title>
<issn>0188-252X</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Departamento de Estudios de la Comunicación Social]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0188-252X2019000100114</article-id>
<article-id pub-id-type="doi">10.32870/cys.v2019i0.7441</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Bibliometric analysis within studies of brand content strategy in social media]]></article-title>
<article-title xml:lang="es"><![CDATA[Análisis bibliométrico de estudios sobre la estrategia de contenidos de marca en los medios sociales]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Cuevas-Molano]]></surname>
<given-names><![CDATA[Elena]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sánchez-Cid]]></surname>
<given-names><![CDATA[Manuel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Matosas-López]]></surname>
<given-names><![CDATA[Luis]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Rey Juan Carlos  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2019</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2019</year>
</pub-date>
<volume>16</volume>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0188-252X2019000100114&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0188-252X2019000100114&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0188-252X2019000100114&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[106 scientific studies, extracted from Web of Science (WoS), regarding brand content strategy within social media were assessed through a quantitative and descriptive bibliometric analysis. The aim is to examine the state, evolution and research designs of this area. The results reveal findings based on the signs of methodological diversity and maturity in the subject, expressed through the predominance of empirical works, diversity of actors, methodological designs and analysis units, that will enhance new research in digital communication in digital environments.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Se analizan 106 estudios científicos, extraídos de Web of Science (WoS), sobre la estrategia de contenidos de marca en los medios sociales con el propósito de examinar el estado, la evolución y los diseños metodológicos del ámbito. Para ello se realiza un análisis bibliométrico cuantitativo y descriptivo. Los principales hallazgos son los indicios de madurez científica, como demuestran el predominio de estudios empíricos, la diversidad de actores, unidades de análisis y métodos de investigación, que facilitan nuevas vías de investigación en el área de la comunicación organizacional en entornos digitales.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Bibliographic Analysis]]></kwd>
<kwd lng="en"><![CDATA[communication strategy]]></kwd>
<kwd lng="en"><![CDATA[branded content]]></kwd>
<kwd lng="en"><![CDATA[content marketing]]></kwd>
<kwd lng="en"><![CDATA[social media]]></kwd>
<kwd lng="es"><![CDATA[Análisis bibliométrico]]></kwd>
<kwd lng="es"><![CDATA[estrategia de comunicación]]></kwd>
<kwd lng="es"><![CDATA[contenido de marca]]></kwd>
<kwd lng="es"><![CDATA[marketing de contenidos]]></kwd>
<kwd lng="es"><![CDATA[medios sociales]]></kwd>
</kwd-group>
</article-meta>
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<article-title xml:lang=""><![CDATA[Social media research: An assessment of the domain&#8217;s productivity and intellectual evolution]]></article-title>
<source><![CDATA[Communication Monographs]]></source>
<year>2014</year>
<volume>81</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>285-309</page-range></nlm-citation>
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</back>
</article>
