Comunicación corporativa y su influencia en la generación de capital social empresarial
(English) Organisations use communication in the process of managing their commercial, institutional or social responsibility activities to form and maintain relationships with different audiences. Beyond being a way to achieve notoriety, corporate communication has become a tool to obtain added val...
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| Tipo de recurso: | tesis doctoral |
| Estado: | Versión publicada |
| Fecha de publicación: | 2023 |
| País: | España |
| Institución: | CBUC, CESCA |
| Repositorio: | TDR. Tesis Doctorales en Red |
| OAI Identifier: | oai:www.tdx.cat:10803/690445 |
| Acceso en línea: | http://hdl.handle.net/10803/690445 https://dx.doi.org/10.5821/dissertation-2117-405943 |
| Access Level: | acceso abierto |
| Palabra clave: | Àrees temàtiques de la UPC::Economia i organització d'empreses 65 |
| Sumario: | (English) Organisations use communication in the process of managing their commercial, institutional or social responsibility activities to form and maintain relationships with different audiences. Beyond being a way to achieve notoriety, corporate communication has become a tool to obtain added value that promotes the flow of mutual benefits. To this end, organisations make an effort to implement practices that encourage the participation and commitment of their audience, seeking to foster strong relationships. In other words, organisations invest in the creation of relationship structures by fostering collaborative alliances on virtual platforms. Platforms where they can generate greater added value both in terms of the types of interaction and the variety of attributes they can give to the content of the publications. With this effort, some organisations manage to generate added value in the form of social capital. There is evidence that corporate communication promotes corporate social capital benefits. However, the current literature has commonly identified weaknesses. One of the weaknesses is the lack of description of which characteristics of publications best stimulate such benefits. Therefore, the purpose of this doctoral thesis is to identify the characteristics of corporate communication that generate social capital when companies in a cluster post on social networking sites, such as the Twitter platform. The research methodology in this dissertation combines descriptive, exploratory and quantita-tive research methods. First, a review of the current literature on corporate communication and social capital was considered. Second, a description of the situation and characteristics of the object of study is presented. Third, a procedure is proposed together with an instrument to assess social capital and corporate communication on social networking sites. And finally, direct quantitative information is used to find out the effect of the independent variables on the dependent variables and to evaluate the research model. In this doctoral thesis, the unit of analysis is composed of 79 Twitter profiles of the companies in the IS-Foretica cluster and the unit of observation is the publications that the companies made during the period from March 2021 to March 2022. The variables to be studied are attributes of the unit of observation (Blalock, 1979; Kenny, 1996). On the one hand, there are variables referring to the communication characteristics of the published content. On the other hand, there are variables referring to social capital based on the interactions in the virtual platform, which are represented by the mentions received or sent by each company. The communication and social capital variables were evaluated with two methods proposed in this doctoral thesis. In addition, the effect and predictive ability of the model were studied using PLS-SEM and PLSpredict. The results have both academic and practical implications by contributing to the literature on the added value of corporate communication in terms of social capital. The results suggest the explanatory effect of significant relationships between communication variables and structural and cognitive social capital, which in turn have significant relationships with social capital. However, the communication variables have no significant relationship with relational social capital. Furthermore, the model suggests a high predictive power for the target dependent variable (i.e., social capital). This work underscores the importance of creating robust strategies that enhance the generation of social capital on virtual platforms such as Twitter. As well, it highlights several opportunities for future research that could add value to marketing academics and practitioners in decision making. |
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