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...
| Author: | |
|---|---|
| Format: | doctoral thesis |
| Publication Date: | 2023 |
| Country: | España |
| Institution: | Universitat Politècnica de Catalunya (UPC) |
| Repository: | UPCommons. Portal del coneixement obert de la UPC |
| Language: | Spanish |
| OAI Identifier: | oai:upcommons.upc.edu:2117/405943 |
| Online Access: | https://hdl.handle.net/2117/405943 https://dx.doi.org/10.5821/dissertation-2117-405943 |
| Access Level: | Open access |
| Keyword: | Àrees temàtiques de la UPC::Economia i organització d'empreses |
| id |
ES_4abe0decebcdd7f3bd7695ecea50f0cd |
|---|---|
| oai_identifier_str |
oai:upcommons.upc.edu:2117/405943 |
| network_acronym_str |
ES |
| network_name_str |
España |
| repository_id_str |
|
| dc.title.none.fl_str_mv |
Comunicación corporativa y su influencia en la generación de capital social empresarial |
| title |
Comunicación corporativa y su influencia en la generación de capital social empresarial |
| spellingShingle |
Comunicación corporativa y su influencia en la generación de capital social empresarial Sánchez Arrieta, Natalia de Fátima|||0000-0002-9220-2229 Àrees temàtiques de la UPC::Economia i organització d'empreses |
| title_short |
Comunicación corporativa y su influencia en la generación de capital social empresarial |
| title_full |
Comunicación corporativa y su influencia en la generación de capital social empresarial |
| title_fullStr |
Comunicación corporativa y su influencia en la generación de capital social empresarial |
| title_full_unstemmed |
Comunicación corporativa y su influencia en la generación de capital social empresarial |
| title_sort |
Comunicación corporativa y su influencia en la generación de capital social empresarial |
| dc.creator.none.fl_str_mv |
Sánchez Arrieta, Natalia de Fátima|||0000-0002-9220-2229 |
| author |
Sánchez Arrieta, Natalia de Fátima|||0000-0002-9220-2229 |
| author_facet |
Sánchez Arrieta, Natalia de Fátima|||0000-0002-9220-2229 |
| author_role |
author |
| dc.contributor.none.fl_str_mv |
Cañabate Carmona, Antonio Sabaté i Garriga, Ferran |
| dc.subject.none.fl_str_mv |
Àrees temàtiques de la UPC::Economia i organització d'empreses |
| topic |
Àrees temàtiques de la UPC::Economia i organització d'empreses |
| description |
(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. |
| publishDate |
2023 |
| dc.date.none.fl_str_mv |
2023 2023-12-18 2024 2024-04-04 |
| dc.type.none.fl_str_mv |
doctoral thesis http://purl.org/coar/resource_type/c_db06 VoR http://purl.org/coar/version/c_970fb48d4fbd8a85 |
| dc.type.openaire.fl_str_mv |
info:eu-repo/semantics/doctoralThesis |
| format |
doctoralThesis |
| dc.identifier.none.fl_str_mv |
https://hdl.handle.net/2117/405943 https://dx.doi.org/10.5821/dissertation-2117-405943 |
| url |
https://hdl.handle.net/2117/405943 https://dx.doi.org/10.5821/dissertation-2117-405943 |
| dc.language.none.fl_str_mv |
Español spa |
| language_invalid_str_mv |
Español |
| language |
spa |
| dc.rights.none.fl_str_mv |
open access http://purl.org/coar/access_right/c_abf2 http://creativecommons.org/licenses/by/4.0/ |
| dc.rights.openaire.fl_str_mv |
info:eu-repo/semantics/openAccess |
| rights_invalid_str_mv |
open access http://purl.org/coar/access_right/c_abf2 http://creativecommons.org/licenses/by/4.0/ |
| eu_rights_str_mv |
openAccess |
| dc.format.none.fl_str_mv |
application/pdf |
| dc.publisher.none.fl_str_mv |
Universitat Politècnica de Catalunya |
| publisher.none.fl_str_mv |
Universitat Politècnica de Catalunya |
| dc.source.none.fl_str_mv |
reponame:UPCommons. Portal del coneixement obert de la UPC instname:Universitat Politècnica de Catalunya (UPC) |
| instname_str |
Universitat Politècnica de Catalunya (UPC) |
| reponame_str |
UPCommons. Portal del coneixement obert de la UPC |
| collection |
UPCommons. Portal del coneixement obert de la UPC |
| repository.name.fl_str_mv |
|
| repository.mail.fl_str_mv |
|
| _version_ |
1869407513982533632 |
| spelling |
Comunicación corporativa y su influencia en la generación de capital social empresarialSánchez Arrieta, Natalia de Fátima|||0000-0002-9220-2229Àrees temàtiques de la UPC::Economia i organització d'empreses(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.(Español) Las organizaciones utilizan la comunicación en el proceso de gestión de sus actividades comerciales, institucionales o de responsabilidad social para formar y mantener relaciones con diferentes audiencias. Más allá de ser una vía para lograr notoriedad, la comunicación corporativa se ha convertido en una herramienta para obtener valor agregado que promueva flujo de beneficios mutuos. Para ello, las organizaciones hacen un esfuerzo por implementar prácticas que incentiven la participación y el compromiso de su audiencia buscando fomentar relaciones fuertes. Es decir, las organizaciones invierten en la creación de estructuras de relaciones fo-mentando alianzas de colaboración en plataformas virtuales. Plataformas donde pueden generar mayor valor agregado tanto por los tipos de interacción como por la variedad de atributos que le pueden dar al contenido de las publicaciones. Con este esfuerzo, algunas organizaciones consiguen generar valor agregado en forma de capital social. Existe evidencia que la comunicación corporativa promueve beneficios de capital social empresarial. Sin embargo, la literatura actual presenta debilidades comúnmente identificadas. Uno de los puntos débiles que se ha encontrado en la literatura es la falta de descripción sobre cuáles son las características de las publicaciones que mejor estimulan dichos beneficios. Por lo tanto, el propósito de esta tesis doctoral es identificar las características de comunicación corporativa que generan capital social cuando las empresas de un clúster publican en sitios de redes sociales, como por ejemplo la plataforma Twitter. La metodología de investigación en esta tesis doctoral combina métodos de investigación descriptiva, exploratoria y cuantitativa. Primero, se consideró una revisión de la literatura actual relativa a la comunicación corporativa y al capital social. Segundo, se presenta una descripción de la situación y de las características del objeto de estudio. Tercero, se propone un procedimiento junto a un instrumento para evaluar el capital social y la comunicación corporativa en sitios de redes sociales. Y, finalmente, se utiliza información cuantitativa directa para conocer el efecto de las variables independientes sobre las dependientes y evaluar el modelo de investigación.En esta tesis doctoral, la unidad de análisis está compuesta por 79 perfiles de Twitter de las empresas del clúster IS-Forética y la unidad de observación son las publicaciones que las empresas realizaron durante el periodo de marzo de 2021 a marzo de 2022. Las variables a estudiar son atributos de la unidad de observación (Blalock, 1979; Kenny, 1996). Por un lado, se tienen variables referentes a las características de comunicación del contenido publicado. Y, por otro lado, las variables referentes al capital social basadas en las interacciones en la plata-forma virtual, las cuales son representadas por las menciones recibidas o enviadas por cada empresa. Las variables de comunicación y del capital social fueron evaluados con dos métodos que se proponen en esta tesis doctoral. Además, el efecto y la capacidad predictiva del modelo se estudiaron mediante la técnica PLS-SEM y PLSpredict. Los resultados tienen implicaciones tanto académicas como prácticas contribuyendo a la literatura sobre el valor agregado de la comunicación corporativa en términos de capital social. Los resultados sugieren el efecto explicativo en las relaciones significativas entre las variables de la comunicación y el capital social estructural y cognitivo, las cuales a su vez tienen relaciones significativas con el capital social. Sin embargo, las variables de la comunicación no tienen relación directa significativa con el capital social relacional. Asimismo, el modelo sugiere un alto poder predictivo para la variable dependiente objetivo (i.e., capital social). Este trabajo subraya la importancia de crear estrategias sólidas que mejoren la generación de capital social en plataformas virtuales como Twitter.Universitat Politècnica de CatalunyaCañabate Carmona, AntonioSabaté i Garriga, Ferran20232023-12-1820242024-04-04doctoral thesishttp://purl.org/coar/resource_type/c_db06VoRhttp://purl.org/coar/version/c_970fb48d4fbd8a85info:eu-repo/semantics/doctoralThesisapplication/pdfhttps://hdl.handle.net/2117/405943https://dx.doi.org/10.5821/dissertation-2117-405943reponame:UPCommons. Portal del coneixement obert de la UPCinstname:Universitat Politècnica de Catalunya (UPC)Españolspaopen accesshttp://purl.org/coar/access_right/c_abf2http://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessoai:upcommons.upc.edu:2117/4059432026-05-27T15:37:01Z |
| score |
15,300719 |