Digital scientific marketing actions of journals linked to graduate programs in Information Science, and in Information Management, in Brazil

Abstract

The publication of articles in scientific journals enables the rise of scientists and dissemination of knowledge produced in the academic environment. This knowledge goes beyond the boundaries of teaching and research institutions by being shared on online platforms. The research aims to analyze the digital scientific marketing actions of scientific journals linked to graduate programs in Information Science and/or Information Management, from Brazilian federal universities, with programs in operation and listed on the Sucupira Platform. In the study, there is an exploratory, descriptive, and documentary core, with qualitative and quantitative approaches. The data collect includes seven magazines and their marketing initiatives actively obtained on the websites of the journals, and on their profiles on the following scientific dissemination platforms: YouTube channel, podcast show, and personal or commercial profile on Twitter, Instagram, and Facebook. It reports that journals concentrate almost 80% of marketing actions on a single platform, which there is less than 10% of the audience of the journals; and they don't produce content for audience-growing platforms such as a podcast show. It concludes that the marketing actions of journals lack development regarding the frequency of publications; presence in the main social media and scientific dissemination platforms; and the form and content of publications. These deficiencies can be remedied through the creation and application of a marketing plan suited to the needs of each journal.