The effectiveness of corporate Web in small and médiumsized business: an analysis of Web Usability

  • Pedro Pablo Marín Dueñas Universidad de Cádiz
  • Carmen Lasso de La Vega González Universidad de Cádiz
  • Juan José Mier-Terán Franco Universidad de Cádiz
Keywords: Website, small and mediumsized business, business communication, usability, effectiveness

Abstract

Internet and the Web have changed the way that companies communicate with their publics, improving relations between them. Also providing substantial benefits for organizations. This has led to small and medium enterprises (SMEs) to develop corporate sites to establish relationships with their audiences. This paper, applying the methodology of content analysis, analyzes the main factors and tools that make the Websites usable and intuitive sites that promote better relations between SMEs and their audiences. Also, it has developed an index to measure the effectiveness of Webs from the perspective of usability. The results indicate that the Websites have, in general, appropriate levels of usability.

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Published
2016-05-06
How to Cite
Marín Dueñas P. P., Lasso de La Vega González C. y Mier-Terán Franco J. J. (2016). The effectiveness of corporate Web in small and médiumsized business: an analysis of Web Usability. Estudios sobre el Mensaje Periodístico, 22(1), 431-444. https://doi.org/10.5209/rev_ESMP.2016.v22.n1.52604
Section
Research and Documents