Thematic dis/connection of Ibex35 companies to generate dialogue with their stakeholders via Twitter during the pandemic
comunitat-uji-handle:10234/9
comunitat-uji-handle2:10234/8013
comunitat-uji-handle3:10234/8014
comunitat-uji-handle4:
INVESTIGACIONMetadata
Title
Thematic dis/connection of Ibex35 companies to generate dialogue with their stakeholders via Twitter during the pandemicDate
2022-04-01Publisher
Universidad de NavarraISSN
0214-0039; 2386-7876Bibliographic citation
Rangel-Pérez, C., Monfort, A. & Miquel, S. (2022). Thematic dis/connection of Ibex35 companies to generate dialogue with their stakeholders via Twitter during the pandemic. Communication & Society, 35(2), 169-183.Type
info:eu-repo/semantics/articleVersion
info:eu-repo/semantics/publishedVersionSubject
Abstract
Studies of corporate communication and intangible management
are especially interested in knowing how to establish a proper
dialogue with stakeholders to integrate their concerns into
internal management and to be ... [+]
Studies of corporate communication and intangible management
are especially interested in knowing how to establish a proper
dialogue with stakeholders to integrate their concerns into
internal management and to be able to have greater corporate
legitimacy. The lockdown and the following months of the
pandemic allow to know if the firms have succeeded in applying
the principles of corporate communication and if there have been
new strategies that should be known in future crises. This
research wants to know what topics and contents have been
communicated by the companies to promote dialogue and to
detect if their strategies have influenced their audiences by
promoting engagement. To this end, the behavior on Twitter of the
27 IBEX35 companies with verified corporate accounts has been
analyzed using statistical methods. The results show that
companies have communicated more and have generated more
engagement than before the pandemic. It is also observed that
they have increased their efforts to publish specific content for
each stakeholder group. Finally, the results indicate that the topics
most communicated were not the ones that generated the most
engagement, which shows that despite the interest in dialoguing
with stakeholders, companies are not able to communicate what is
of real interest to their audiences. The study presents practical
implications and discussions with the previous literature on
online communication management and stakeholder dialogue. [-]
Is part of
Communication & Society, 35(2), 169-183Rights
info:eu-repo/semantics/openAccess
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- COM_Articles [824]