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Una introducción a la investigación webmétrica de empresas

Listed author(s):
  • Romero Frías, Esteban
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    La Web ha experimentado un enorme desarrollo en los últimos 20 años. La Webmetría se presenta como una nueva disciplina que pretende estudiar desde un punto de vista cuantitativo este nuevo canal de comunicación mediante la adaptación y aplicación de técnicas bibliométricas. Este artículo aborda la relevancia de los hiperenlaces como fuente de información y explica brevemente las técnicas más prometedoras que pueden emplearse para obtener datos acerca de fenómenos que se manifiestan online. Hasta el momento los estudios en este campo se han centrado en el estudio de espacios académicos, sin embargo esta metodología se puede aplicar igualmente a sitios comerciales, que son los que dominan la Web. El artículo revisa algunos estudios que han descubierto que el número de enlaces que apuntan a páginas web de empresas se correlacionan significativamente con determinadas medidas de desempeño financiero. Este descubrimiento sugiere que los enlaces entrantes en un sitio web podrían emplearse como un indicador adicional del éxito de las actividades empresariales. Los trabajos realizados hasta el momento se se han limitado a un determinado sector empresarial, el de tecnologías de la información, y a un número reducido de países (Estados Unidos, Canadá y China). Es preciso llevar a cabo más investigación de carácter exploratorio con el fin de valorar las posibilidades de futuros desarrollos en esta área de investigación. The Web has undergone an enormous development in the last 20 years. Webometrics is a new discipline that applies Bibliometric techniques to study the Web from a quantitative approach. This paper addresses the relevance of hyperlinks as a source of information, and it explains briefly the most promising techniques that can be used to mine data about online phenomena. So far studies in this field have focused on academic spaces, however this methodology is equally applicable to commercial sites which dominate the Web. This paper reviews studies that found that the number of links pointing to company websites correlates significantly with some company´s business performance measures. This finding may imply that links to a website could be used as an additional indicator of business performance. Nevertheless this research has some limitations such as the focus on the IT industry and on a limited amount of countries (e.g. USA, Canada and China). More exploratory research is needed in order to assess possible future developments in this area.

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    File URL: http://www.elcriterio.com/revista/ajoica/contenidos_3/webmetrica_de_empresas.pdf
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    Article provided by Asociación Española de Contabilidad y Administración de Empresas (AECA). Spanish Accounting and Business Administration Association. in its journal Gestión Joven.

    Volume (Year): (2009)
    Issue (Month): 3 (June)
    Pages:

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    Handle: RePEc:ges:articl:2008-10:78-88
    Contact details of provider: Web page: http://www.aeca.es/

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