Proposal for a system of indicators to measure trust and engagement on the Internet. Application in analysis of Disney Spain Company

The purpose of this paper is to study trust and engagement in virtual ecosystems. The specific case of Disney Spain is reviewed, on the website of the online store shopDisney.es, and on the @DisneySpain profiles on Instagram and Twitter. For this purpose, a measurement system is proposed based on the design of two instruments with registration and scope indicators. Direct observation and the subsequent content analysis determine that the company adequately manages strategies to generate trust and engagement. The diagnosis, carried out through the indicators, made it possible to identify the presence of mechanisms that pursue reliability in content, brand image and social interaction, in addition to certain shortcomings or needs for improvement in issues related to the web usability and communication with users.