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This study examines the relationship between social networks (SNs) and scientific journal metrics, aiming to highlight their collaborative potential. Focused on the journal ‘Retos de ciencias de la administración y la economía’, indexed in Scopus, it uses an empirical, cross-sectional, and correlational approach, analyzing over 160 journals indexed in Latindex. Findings emphasize the strategic use of academic social networks in enhancing journal visibility and recognition, revealing correlations between Facebook posts and journal citations, as well as between social media engagement and Google Scholar citations. The study suggests that factors like content quality influence the relationship between SN activity and citations, emphasizing the importance of an integrated approach for academic engagement and influence.
The digital revolution, spurred by digitization and globalization, has fundamentally reshaped society and communication. Information and communication technologies (ICTs), including the internet, have birthed the digital economy, altering how organizations provide goods and services. This digital transformation encompasses both digital infrastructure and industry digitization. Scientific journals have embraced this shift, moving to virtual platforms and leveraging social networks to foster global dissemination of knowledge, benefiting educational institutions. The validation of academic expertise through publication in indexed journals has become integral, reflecting a paradigm shift in education economics and driving increased scientific production worldwide. Journals are now strategically leveraging social networks to adapt to the demands of the digital age, enhancing visibility and impact.
The rise of social networks (SNs) has disrupted the dominance of traditional media, empowering individuals as information producers and consumers in virtual communities. SNs serve as significant information sources but also propagate misinformation, challenging their association with formal disclosure means like scientific journals (SJs). SJs play a crucial role in validating and disseminating high-quality scientific knowledge, contributing to various fields. Digital technologies enable SJs to exchange knowledge efficiently, with digital formats and open access becoming essential in the digital economy. SJs contribute significantly to university branding and compete for submissions and citations globally. Strategic management of SNs can enhance publication visibility, guided by content marketing. Higher education institutions (HEIs) must utilize digital tools, including SNs, to universalize knowledge effectively. Researchers use SNs for collaboration and recognition, further integrating them into the digital economy’s strategic dissemination efforts. However, effective SN management requires a stronger commitment from editorial teams to ensure the dissemination of quality content.
The journal Retos, financially supported by the Salesian Polytechnic University of Ecuador, specializes in economic and administrative sciences. After rigorous review, approved manuscripts are published electronically and in print, leading to global recognition facilitated by various indices, databases, and social networks (SNs). The editorial team actively promotes the journal through SN channels, resulting in increased article submissions but a decrease in acceptance rates due to enhanced internal management and SN activity. Since 2017, Retos has leveraged SNs to promote research, employing strategies outlined in Table 1 and initiatives like “March month of the Retos scientific reviewer” since 2023. Infographics created for each published article enhance visibility and citations, as shown in Figure 3 until June 2023. This study aims to establish the relationship between SNs and SJ metrics, building on Retos’ experience and seeking statistical evidence.
The study explores the potential of Social Networks (SNs) in enhancing the visibility and impact of Scientific Journals (SJs) globally. It emphasizes the importance of recognizing contributions in academic communication and the digital economy, particularly focusing on theoretical and methodological advancements welcomed by scientific journals. Correlational research reveals low associations between certain variables such as Facebook posts and citations, possibly due to unconsidered intervening factors like content quality. The study suggests that SJs should incorporate SNs into their management and marketing strategies to strengthen their position in the scientific community, especially considering the widespread use of SNs, with Facebook being the preferred platform in Latin America. However, only a minority of journals have a direct link to their Facebook profiles on their websites, indicating a need for more comprehensive social media management plans.
Contrary to global trends, there’s a low presence of Google Scholar profiles among Latin American scientific journals, despite its significance in disseminating academic information. The research highlights the importance of considering regional dynamics and specific contexts when analyzing the relationship between SNs presence and academic impact. Unlike some previous studies, which found positive correlations between SNs activity and academic citations, this research reveals mixed results, suggesting a need for nuanced understanding and differentiation between various forms of online presence.
The study’s findings contribute to the ongoing debate about the role of SNs in reshaping traditional publishing models and enhancing the visibility of scientific journals. Practical implications include improving journal visibility, attracting more researchers, and increasing academic impact. Overall, the study provides valuable insights into academic communication and the digital economy in the Latin American region, suggesting specific strategies for SJs to enhance their presence on SNs and augment their academic impact.
The research highlights social networks (SNs) as pivotal in enhancing scientific journal positioning and global content dissemination. However, the correlation between SN publication frequency and journal citations in Google Scholar is modest, indicating unexplored variables. Many regional journals underutilize SNs, offering untapped potential for visibility and appeal. Investment in quality SN strategies could differentiate success in academia. With smartphones dominating, journals must adapt to engage a digitally savvy audience, particularly young researchers who seek interactive platforms. Effective SN strategies should offer attractive, accessible, and stimulating content. This approach not only boosts visibility but also fosters greater participation from emerging scientists. Future research avenues include longitudinal studies on SN marketing impact, content analysis for interaction, comparative studies on SN benefits, and case analyses of successful SN strategies for replication.
Source:
Nicolás Sumba Nacipucha, Antonio Sánchez-Bayón, Jorge Cueva Estrada & Alejandro Valencia-Arias (2024) Social networks as a strategy to improve the visibility of scientific journals, Cogent Social Sciences, 10:1, DOI: 10.1080/23311886.2024.2306715