文章基本信息

标题：La eficacia de la web corporativa en las pequeñas y medianas empresas: un análisis de la usabilidad web
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作者：Pedro Pablo Marín Dueñas ; Carmen Lasso de La Vega González ; Juan José Mier-Terán Franco 等
期刊名称：Estudios sobre el Mensaje Periodístico
印刷版ISSN：1988-2696
出版年度：2016
卷号：22
期号：1
页码：431-444
DOI：10.5209/rev_ESMP.2016.v22.n1.52604
语种：Spanish
出版社：Servicio de Publicaciones de la Universidad Complutense
摘要：Internet and the Web have changed the way that companies communicate with their publics, improving relations between them. Also providing substantial benefits for organizations. This has led to small and medium enterprises (SMEs) to develop corporate sites to establish relationships with their audiences. This paper, applying the methodology of content analysis, analyzes the main factors and tools that make the Websites usable and intuitive sites that promote better relations between SMEs and their audiences. Also, it has developed an index to measure the effectiveness of Webs from the perspective of usability. The results indicate that the Websites have, in general, appropriate levels of usability.
关键词：Web;pequeñas y medianas empresas;comunicación empresarial;usabilidad;eficacia
其他关键词：Website;small and mediumsized business;business communication;usability;effectiveness