Digital Presence in Portals for Journals: Analysis Proposal

Abstract

This research presents an analysis proposal of digital presence — from a theoretical reference of digital marketing — in portals for journals. With the open access movement, the use of electronic journals was intensified in such a manner, that portals for journals also gained more space since its deployment provides strategic issues when contributing to an increased visibility and the public value of the institutions, indicating the quality of the entity, as the latter takes on the responsibility for the preservation and dissemination of the journals, thus contributing to the expansion of scientific communication. Digital marketing has emerged as the application of marketing strategies on the internet or even in the digital environment. The presented proposal tackles the own and the spontaneous presence, not presenting any forms of analysis for the paid digital presence. The proposal is divided in three stages: (1) first stage: identification of the “own digital presence”; (2) second stage: identification of the “spontaneous digital presence”; and (3) third stage: analysis of the data. The mixture of tools, types of methodologies, collections and software point to broader results of the various faces of digital presence, since each has unique characteristics. The methodology presented can be used for diagnosis of the digital presence of portals for journals, pointing out improvements.