## 2 Theoretical Framework
### Marketing and ICTs
The concept, anticipated by [PERSON] and [PERSON] (2018), and disseminated by [PERSON], [PERSON], [PERSON] and [PERSON] (2018), refers to the fact that electronic technology allows the consumer to simultaneously assume the roles of producer and consumer of content. This new scenario, somehow forces organizations to opt for the resource of conversation, understanding cyberspace as a context endowed with a great capacity to multiply intellectual capital. In this way, it is key to establish a new communicative relationship between sender and receiver, since the user ceases to be a passive testimony of the information to be an actor and participate in this communicative act ([PERSON], 1969). In response to this trend, digital corporate communication emerges, which encompasses the set of actions necessary to advertise the activity of the organization on the Web and, in particular, to satisfy the demand of what the different publics want ([PERSON], 1969). Its main objective is to get more users on the website or, in other word, generate loyalty and engagement ([PERSON], 1969). The concept of engagement has been recently defined as a set of behavioral manifestations of the client towards the company (commitment and loyalty, mainly) above the mere purchase action that occurs as a result of individual motivations. These behaviors can be defined non-transactional \begin{table}
\begin{tabular}{c c c c|c||c} \hline \hline
**Media** & **2013** & **2014** & **2015** & **Increase** & **2016** \\ \hline
**TV** & 1.703,4 & 1.890,4 & 2.011,3 & 5.5\% & 2.121,6 \\ \hline
**Digital** & 960,1 & 1.065,6 & 1288,9 & 21.5\% & 1.565,6 \\ \hline
**Newspapers** & 662,9 & 656,3 & 658,9 & \(-\)6.3\% & 617,4 \\ \hline
**Radio** & 403,6 & 420,2 & 454,4 & 0.8\% & 458,0 \\ \hline
**Posters** & 282,0 & 314,7 & 327,4 & \(-\)2.0\% & 321,0 \\ \hline
**Magazines** & 254,9 & 254,2 & 255,2 & \(-\)1.2\% & 252,2 \\ \hline
**Sunday** & 38,7 & 37,7 & 37,8 & \(-\)10.6\% & 33,8 \\
**Newspapers** & & & & \\ \hline
**Cinema** & 20,2 & 16,2 & 22,0 & 2.7\% & 22,6 \\ \hline
**Total** & 4.324.8 & 4.655,3 & 5.055,9 & 8.6\% & 5.392,5 \\ \hline \hline \end{tabular}  
* **Source:**_La Vanguardia_, adapted by the authors.  
\end{table} 
Table 1: Advertising investments. and are especially valuable for companies because, although they do not generate immediate income, they improve their image and influence on long-term consumers. In other words, everything it is based on getting the largest possible number of users to share the published content, thus creating a network of influences based on the amount of \"likes\", visualizations or the specific metric of the platform, depending on the type of material and the platform used. Studies like those of [PERSON] [15], [PERSON] et al. [17], [PERSON] [18] have investigated the impact of dialogical platforms, digital marketing or mobile telephony in the sports arena. However, the study of corporative website as the main unit of information, communication and interaction, has been given scarce importance and prominence. Nevertheless, UEFA's Club Licensing Benchmarking Report of 2016, underlines that clubs that generate the most visitors to their websites tend to have a broad reach that encompasses their domestic market and other global markets [44]. Accordingly, our research will focus on web pages, understood as the main information space and the primary and reference point in the communicative process of an institution [22].