Vol. 36 (2026): Volumen 36
Artículos de investigación

Digital interactions and organizational perception: a Facebook network study of comments from a sports center in Mexico

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  • Juan Ignacio Barajas Villarruel,
  • Sara María Velázquez Kalixto,
  • Louis Valentin Mballa
Juan Ignacio Barajas Villarruel Universidad Autónoma de San Luis Potosí
Sara María Velázquez Kalixto Universidad Autónoma de San Luis Potosí
Louis Valentin Mballa Universidad Autónoma de San Luis Potosí

Published 2026-07-08

Copyright (c) 2026 Juan Ignacio Barajas Villarruel, Sara María Velázquez Kalixto, Louis Valentin Mballa

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

Barajas Villarruel, J. I., Velázquez Kalixto, S. M., & Mballa, L. V. (2026). Digital interactions and organizational perception: a Facebook network study of comments from a sports center in Mexico. Acta Universitaria, 36, 1-21. https://doi.org/10.15174/au.2026.4760

Abstract

Digital social networks are communication spaces where information can positively or negatively influence organizations. This study aimed to analyze and describe the actors and information flows on the Facebook page of a sports center in Mexico, considering positive and negative comments in the review section. A non-experimental, cross-sectional design with a mixed approach was applied, using sentiment analysis with a lexical approach and digital social network analysis. Results reveal notable differences between networks; the negative comment network shows greater connectivity, more nodes, and more links, despite having fewer comments. It is concluded that complaints, rumors, or negative experiences can achieve wide dissemination, generating viral impacts that harm the organization’s reputation and objectives.

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