Publications
I do not have a lot of publications yet, but I hope that the ones I have right now are of interest for you. If you have any questions or are interested in commenting my work I will be happy to receive any comments.
1.
Cordeiro, Douglas Farias; Vallez, Mari; Font-Julian, Cristina I.; Guallar, Javier
Instagram Engagement and Content Strategies of US and UK Legacy Media: A Quantitative Analysis of Five Leading News Outlets Journal Article
In: Journalism and Media, vol. 6, no. 2, pp. 19, 2025, ISSN: 2673-5172.
Abstract | Links | BibTeX | Tags: Audience Interaction, Content Analysis, Engagement Metrics, Instagram, Media Outlets, Social Media
@article{nokey,
title = {Instagram Engagement and Content Strategies of US and UK Legacy Media: A Quantitative Analysis of Five Leading News Outlets},
author = {Douglas Farias Cordeiro and Mari Vallez and Cristina I. Font-Julian and Javier Guallar},
doi = {https://doi.org/10.3390/journalmedia6020089},
issn = {2673-5172},
year = {2025},
date = {2025-06-16},
urldate = {2025-06-16},
journal = {Journalism and Media},
volume = {6},
number = {2},
pages = {19},
abstract = {he digital age, driven by advancements in data processing and internet technologies, has seen virtual social networks, particularly Instagram, become integral to daily life, influencing both leisure and professional activities. Instagram, with over two billion users in 2023, emphasizes visual storytelling, making it a pivotal platform for media outlets to engage audiences through photos and videos. This study quantitatively analyses the Instagram engagement and content strategies of five prominent legacy news outlets from the United States and the United Kingdom—The New York Times, The Guardian, USA Today, The Independent, and The Washington Post. Through an examination of over 9000 posts from January to December 2023, this research evaluates posting frequency, user engagement (likes and comments), hashtag usage, profile mentions, and geographic coverage. Findings indicate significant differences in posting strategies and engagement levels, highlighting The Washington Post’s intensive posting and The Guardian’s selective engagement strategy. This study emphasizes tailored strategies, thematic consistency, and careful use of mentions and hashtags as crucial for maximizing audience interaction.},
keywords = {Audience Interaction, Content Analysis, Engagement Metrics, Instagram, Media Outlets, Social Media},
pubstate = {published},
tppubtype = {article}
}
he digital age, driven by advancements in data processing and internet technologies, has seen virtual social networks, particularly Instagram, become integral to daily life, influencing both leisure and professional activities. Instagram, with over two billion users in 2023, emphasizes visual storytelling, making it a pivotal platform for media outlets to engage audiences through photos and videos. This study quantitatively analyses the Instagram engagement and content strategies of five prominent legacy news outlets from the United States and the United Kingdom—The New York Times, The Guardian, USA Today, The Independent, and The Washington Post. Through an examination of over 9000 posts from January to December 2023, this research evaluates posting frequency, user engagement (likes and comments), hashtag usage, profile mentions, and geographic coverage. Findings indicate significant differences in posting strategies and engagement levels, highlighting The Washington Post’s intensive posting and The Guardian’s selective engagement strategy. This study emphasizes tailored strategies, thematic consistency, and careful use of mentions and hashtags as crucial for maximizing audience interaction.
2.
Orduña-Malea, Enrique; Font-Julian, Cristina I.; Ontalba-Ruipérez, José-Antonio; Compés-López, Raúl
Masters of Wine on Twitter: presence, activity, impact and community structure Journal Article
In: Wine Economics and Policy, vol. 10, iss. 1, pp. 73-88, 2021, ISSN: 2112-9774.
Abstract | Links | BibTeX | Tags: Informetrics, Social Media, Twitter, Wine, Wine Experts, Wine Industry
@article{nokey,
title = {Masters of Wine on Twitter: presence, activity, impact and community structure},
author = {Enrique Orduña-Malea and Cristina I. Font-Julian and José-Antonio Ontalba-Ruipérez and Raúl Compés-López},
doi = {doi.org/10.36253/wep-9055},
issn = {2112-9774},
year = {2021},
date = {2021-04-17},
journal = {Wine Economics and Policy},
volume = {10},
issue = {1},
pages = {73-88},
abstract = {Globalisation, the Internet and social media have changed the kind of actors with influence in the wine industry and the way these actors create signals to communicate credible information about experience and trust attributes. Among the most prestigious experts in the world of wine are the Masters of Wine (MW). Although initially devoted to international trade, they have spread their activities and their opinion is more and more appreciated by producers and consumers. The main objective of this article is to determine this community of experts’ behaviour on Twitter. In order to do so, four factors (presence, activity, impact and community) have been considered. All Twitter profiles belonging to users awarded with the MW qualification were identified and analysed. In addition, a set of 35,653 tweets published by the MWs were retrieved and analysed through descriptive statistics. The results show MWs on Twitter as high attractors (number of followers), moderate publishers (original contents published), moderate influencers (number of likes and retweets), and low interactors (number of friends and mentions to other users). These findings reveal that the MW community is not using Twitter to gain or reinforce their reputation as an accredited expert in the wine industry, giving more influential space on Twitter to consumers and amateurs.},
keywords = {Informetrics, Social Media, Twitter, Wine, Wine Experts, Wine Industry},
pubstate = {published},
tppubtype = {article}
}
Globalisation, the Internet and social media have changed the kind of actors with influence in the wine industry and the way these actors create signals to communicate credible information about experience and trust attributes. Among the most prestigious experts in the world of wine are the Masters of Wine (MW). Although initially devoted to international trade, they have spread their activities and their opinion is more and more appreciated by producers and consumers. The main objective of this article is to determine this community of experts’ behaviour on Twitter. In order to do so, four factors (presence, activity, impact and community) have been considered. All Twitter profiles belonging to users awarded with the MW qualification were identified and analysed. In addition, a set of 35,653 tweets published by the MWs were retrieved and analysed through descriptive statistics. The results show MWs on Twitter as high attractors (number of followers), moderate publishers (original contents published), moderate influencers (number of likes and retweets), and low interactors (number of friends and mentions to other users). These findings reveal that the MW community is not using Twitter to gain or reinforce their reputation as an accredited expert in the wine industry, giving more influential space on Twitter to consumers and amateurs.