Thematic dis/connection of Ibex35 companies to generate dialogue with their stakeholders via Twitter during the pandemic

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 th...

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Detalhes bibliográficos
Autores: Rángel Pérez, Celia, Monfort, Abel, Miquel, Susana
Formato: artículo
Fecha de publicación:2022
País:España
Recursos:Universidad Complutense de Madrid (UCM)
Repositorio:Docta Complutense
Idioma:inglés
OAI Identifier:oai:docta.ucm.es:20.500.14352/91303
Acesso em linha:https://hdl.handle.net/20.500.14352/91303
Access Level:acceso abierto
Palavra-chave:316.77
316.635
316
COVID-19
Social media
Corporate communication
Stakeholder relationships
Dialogue
Engagement
Ciencias Sociales
Sociología
6306.07 Sociología de Los Medios de Comunicación de Masas
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oai_identifier_str oai:docta.ucm.es:20.500.14352/91303
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repository_id_str
spelling Thematic dis/connection of Ibex35 companies to generate dialogue with their stakeholders via Twitter during the pandemicRángel Pérez, CeliaMonfort, AbelMiquel, Susana316.77316.635316COVID-19Social mediaCorporate communicationStakeholder relationshipsDialogueEngagementCiencias SocialesSociología6306.07 Sociología de Los Medios de Comunicación de MasasStudies 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.Universidad de NavarraUniversidad Complutense de Madrid20222022-01-0120222022-01-01journal articlehttp://purl.org/coar/resource_type/c_6501VoRhttp://purl.org/coar/version/c_970fb48d4fbd8a85info:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/20.500.14352/91303reponame:Docta Complutenseinstname:Universidad Complutense de Madrid (UCM)Inglésengopen accesshttp://purl.org/coar/access_right/c_abf2Attribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessoai:docta.ucm.es:20.500.14352/913032026-06-02T12:44:21Z
dc.title.none.fl_str_mv Thematic dis/connection of Ibex35 companies to generate dialogue with their stakeholders via Twitter during the pandemic
title Thematic dis/connection of Ibex35 companies to generate dialogue with their stakeholders via Twitter during the pandemic
spellingShingle Thematic dis/connection of Ibex35 companies to generate dialogue with their stakeholders via Twitter during the pandemic
Rángel Pérez, Celia
316.77
316.635
316
COVID-19
Social media
Corporate communication
Stakeholder relationships
Dialogue
Engagement
Ciencias Sociales
Sociología
6306.07 Sociología de Los Medios de Comunicación de Masas
title_short Thematic dis/connection of Ibex35 companies to generate dialogue with their stakeholders via Twitter during the pandemic
title_full Thematic dis/connection of Ibex35 companies to generate dialogue with their stakeholders via Twitter during the pandemic
title_fullStr Thematic dis/connection of Ibex35 companies to generate dialogue with their stakeholders via Twitter during the pandemic
title_full_unstemmed Thematic dis/connection of Ibex35 companies to generate dialogue with their stakeholders via Twitter during the pandemic
title_sort Thematic dis/connection of Ibex35 companies to generate dialogue with their stakeholders via Twitter during the pandemic
dc.creator.none.fl_str_mv Rángel Pérez, Celia
Monfort, Abel
Miquel, Susana
author Rángel Pérez, Celia
author_facet Rángel Pérez, Celia
Monfort, Abel
Miquel, Susana
author_role author
author2 Monfort, Abel
Miquel, Susana
author2_role author
author
dc.contributor.none.fl_str_mv Universidad Complutense de Madrid
dc.subject.none.fl_str_mv 316.77
316.635
316
COVID-19
Social media
Corporate communication
Stakeholder relationships
Dialogue
Engagement
Ciencias Sociales
Sociología
6306.07 Sociología de Los Medios de Comunicación de Masas
topic 316.77
316.635
316
COVID-19
Social media
Corporate communication
Stakeholder relationships
Dialogue
Engagement
Ciencias Sociales
Sociología
6306.07 Sociología de Los Medios de Comunicación de Masas
description 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.
publishDate 2022
dc.date.none.fl_str_mv 2022
2022-01-01
2022
2022-01-01
dc.type.none.fl_str_mv journal article
http://purl.org/coar/resource_type/c_6501
VoR
http://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://hdl.handle.net/20.500.14352/91303
url https://hdl.handle.net/20.500.14352/91303
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution-NonCommercial-NoDerivatives 4.0 International
http://creativecommons.org/licenses/by-nc-nd/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
Attribution-NonCommercial-NoDerivatives 4.0 International
http://creativecommons.org/licenses/by-nc-nd/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidad de Navarra
publisher.none.fl_str_mv Universidad de Navarra
dc.source.none.fl_str_mv reponame:Docta Complutense
instname:Universidad Complutense de Madrid (UCM)
instname_str Universidad Complutense de Madrid (UCM)
reponame_str Docta Complutense
collection Docta Complutense
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,301603

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