The Strategic Transfer of Intangible Assets via Twitter by Spanish Listed Companies in Times of Crisis

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comunitat-uji-handle:10234/9

comunitat-uji-handle2:10234/8013

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Title
The Strategic Transfer of Intangible Assets via Twitter by Spanish Listed Companies in Times of Crisis
Author (s)
 Rangel-Pérez, Celia;
 Miquel Segarra, Susana;
 MUSICCO NOMBELA, DANIELA
Date
2022
Publisher
Scoala Nationala de Studii Politice Administratice (S.N.S.P.A.)
URI
http://hdl.handle.net/10234/201644
DOI
https://doi.org/10.21018/rjcpr.2022.2.341
ISSN
1454-8100; 2344-5440
Bibliographic citation
RANGEL-PEREZ, Celia; MIQUEL-SEGARRA, Susana; MUSICO-NOMBELLA, Daniela. The Strategic Transfer of Intangible Assets via Twitter by Spanish Listed Companies in Times of Crisis. Romanian Journal of Communication and Public Relations, 2022, vol. 24, núm. 2, p. 7-22
Type
info:eu-repo/semantics/article
Publisher version
https://journalofcommunication.ro/index.php/journalofcommunication/article/view/341
Version
info:eu-repo/semantics/publishedVersion
Subject
Abstract
In times of crisis such as the one we have experienced due to COVID-19, listed companies have enhanced the communication of their intangible assets. Thus, the aim of this research is to study how listed companies in ... [+]
In times of crisis such as the one we have experienced due to COVID-19, listed companies have enhanced the communication of their intangible assets. Thus, the aim of this research is to study how listed companies in Spain have used one of the most popular social channels, such as Twitter, to transfer their intangible assets to their stakeholders. To this end, the communication of IBEX35 companies in Spain with a verified corporate profile on Twitter has been studied during the first phase of the COVID-19 pandemic. Among the main results, it should be noted that the transfer of intangible assets has been based on a strategy where providing added value was the connecting axis of the communication actions implemented and the content provided on Twitter. Hence, this work demonstrates that companies can provide added value in social networks to generate trust, build long-term relationships and strengthen their competitive advantage. [-]
Is part of
Romanian Journal of Communication and Public Relations, 2022, vol. 24, núm. 2, p. 7-22
Funder Name
Universidad Francisco de Vitoria
Funder ID
UFV
Rights
The Journal holds the rights to the articles it publishes. RJCPR uses a CC BY-NC license for published articles. © Romanian Journal of Communication and Public Relations
info:eu-repo/semantics/openAccess
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The Journal holds the rights to the articles it publishes. RJCPR uses a CC BY-NC license for published articles. © Romanian Journal of Communication and Public Relations
Except where otherwise noted, this item's license is described as The Journal holds the rights to the articles it publishes. RJCPR uses a CC BY-NC license for published articles. © Romanian Journal of Communication and Public Relations