http://www.revistalatinacs.org/10/art3/908_Extremadura/30_GarciaEN.html
DOI: 10.4185/RLCS-65-2010-908-392-409-EN

<title>RLCS, Revista Latina de Comunicación Social</title>
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<meta name="DC.title" content="Usable and accessible websites in SMEs. Challenges for the future”/>
<meta name="DC.creator.personalName" content="Lic. María García-García"/>
<meta name="DC.creator.address" content="mgargar@alcazaba.unex.es"/>
<meta name="DC.contributor.editor" content="Dr. José Manuel de-Pablos-Coello"/>
<meta name="DC.contributor.address" content="jpablos@ull.es"/>
<meta name="DC.Date.availableated"lang="es" scheme="iso8601" content="2010"/>
<meta name="resource-type" content="scientific paper"/>
<meta name="distribution" content="Global"/>
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<meta name="rating" content="General"/>
<meta name="digital objet identifier, DOI" content="DOI: 10.4185/RLCS-65-2010-908-392-409-EN"/>
<meta name="DC.Description" lang="en" content=“Revista Latina de Comunicación Social, RLCS, is a scientific journal edited at the University of La Laguna, ULL (Tenerife, Canary Islands) in the Laboratory of Information Technologies and New Analysis of Communication, LATINA according to its initials in Spanish, founded in 1987 by Dr. José Manuel de-Pablos-Coello, under the protection of special doctorate programmes for Latin American professors. The journal publishes under the main summary almost exclusively research papers written following the formula IMR&DC+B: introduction, methodology, results and discussion plus conclusion, with a updated bibliography: at least 70% of the bibliographic entries must be from the past 10 years and half of them from scientific journals in Spanish and English languages. Reviewers make a double blind peer examination. This is a collective and inter-university project, including many professors and researchers from almost all Spanish and Portuguese speaking countries. The journal is the following databases: EBSCO (USA), DOAJ (Lund University, Sweden), Redalyc (Mexico), Dialnet (Spain); and is indexed by the CINDOC-CSIC in DICE, ISOC, RESH, Office of Latin American Education, OEI according to its initials in Spanish; Dulcinea, etc. In Spain the journal is a reference in the Directory of Index of Spanish Periodicals of Social and Communication Sciences, IN-RECS, of the University of Granada, UGR. RLCS occupies the first position in the cumulative index for the periods 2003-2007; 2004-2008 and the year 2008.”/>
<meta name="DC.Description.tableOfContents" lang="en"/>
<meta name="DC.contributor.referee I" content="The article is worth publishable because of its content, structure and construction by sections, and especially because of the fine exposition of results and conclusions. In this sense, the article fits the tenets of this type of research and writing. The theme is not only relevant but also especially interesting because it offers conclusions and clear prospective recommendations for a business sector that not always has the information and the means to analyse this part of the communication strategy. On the one hand, the study performs an admirable literature review around concepts such as branding (applied to the digital environment) and usability of websites, which allows building a solid theoretical frameworkthat is very useful for the deep understanding of the field work. On the other hand, the analytical objectives are concrete and explicit,the variables are clear and coherent, and the sample is wide enough to be considered meaningful. Therefore, I recommend its publication. - Ana Sedeño, Ph.D.- University of Málaga. "/>
<meta name="DC.Description.tableOfContents" lang="en"/>
<meta name="DC.contributor.referee II" content="The article is highly relevant because it highlights some of the competences and modalities of intervention that are being currently developed in the field of communication. The study is also relevant because it contributes to the improvement of the performance of small and medium enterprises in regards to visibility and interaction with the public, which can directly improve their competitiveness.Another important contribution of the article is the fact that its proposal is based on the results of an investigation conducted by a team. The article communicates clearly and fully thedetails of the methodology (including the instrument of collection designed for the study in the annex section), explicitly describes the dimensions of the analysis and presents conclusions that are systematic and consistent with the evidence presented.From the conceptual point of view, the work addresses especially two categories,usability and accessibility,whose treatment is fundamentalin relation to the interactive media. Regarding this issue, the article contributes to the reflection on the relationship between these dimensions and the processes of appropriation of this type of technologies - Roxana Cabello, Ph.D. -Universidad Nacional de General Sarmiento, Buenos Aires, Argentina."/>
<meta name="DC.Description.tableOfContents" lang="en"/>
<meta name="DC.description.abstract" content="Abstract: Nowadays companies are undergoing constant changes. The competence is becoming harder, not only in real life but also on the Internet. Because of that, transfering correctly the brand from the offline to the online environment can be a decisive element of differentiation for any company, especially to SMEs, whose limited budgets do not allow prodigious actions in mass media. The usability has become an important issue in online brand transmission and, on the other hand, it can be highlighted the importance of the accesibility, which allows access to the brand to the general public, without discrimination. Owing an usable and accessible web, would make the electronic navigation easier, would improve the image of the companies and would ensure the brand loyalty. This article shows the results of a research that has analyzed how SMEs communicate with their audiences establishing the usability and accessibility as main brand supporters in the online environment. The results indicate that SMEs take into account the usability but just as technological aspect, not as a branding issue. The accessibility is a secondary concern in web design, pages show a lack of any standard and webs are not totally accessible. SMEs are worried about how to move their brands to the World Wide Web only to a limited extent. SMEs do not use all the potential resources that the network offers."/>
<meta name="DC.Description.tableOfContents" lang="en"/>
<meta name="DC.keywords" content="Keywords: Usability; Web accessibility; SMEs; communication."/>
<meta name="DC.identifier" LANG="en" SCHEME="URI"/>
<meta name="DC.publisher.corporateName" content="Universidad de La Laguna (Tenerife, Canary Island). LAboratorio de Tecnologías de la Información y Nuevos Análisis de Comunicación, LATINA"/>
<meta name="DC.date.issued" content="2010"/>
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<meta name="DC.identifier content="http://www.revistalatinacs.org/10/art3/908_Extremadura/30_GarciaEN.html"/>
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<meta name="DC.identifier" content="http://www.revistalatinacs.org/10/art3/908_Extremadura/RLCS_art908EN.pdf"/>
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<meta name="DC.language" content="en"/>
<meta name="DC.relation.isPartOf" content="1138-5820" scheme="ISSN"/>
<meta name="DC.rights"content="Universidad de La Laguna (Tenerife, Islas Canarias). LAboratorio de Tecnologías de la Información y Nuevos Análisis de Comunicación, LATINA"/>
<meta name="DC.TERMS.bibliographicCitation" content="
García García, M. y Castillo Díaz, A. (2010): "Usable and accessible websites in SMEs. Challenges for the future",at Revista Latina de Comunicación Social, 65, pages 392 to 409. La Laguna (Tenerife, Canary Islands): La Laguna University, retrieved on ___th of ____ of 2_______, from
http://www.revistalatinacs.org/10/art3/908_Extremadura/30_GarciaEN.html
DOI: 10.4185/RLCS-65-2010-908-392-409-EN/>