La estructura de las redes sociales en las compañías del IBEX 35
DOI:
https://doi.org/10.25029/od.2021.303.20Palabras clave:
redes sociales, blogs, ibex 35, interactividad, conversación, capitalizaciónResumen
Esta investigación ha elaborado un mapa completo sobre la estructura de redes sociales aceptadas por las empresas del índice IBEX 35. Desde una perspectiva exploratoria se ha indagado la forma en la que estas empresas incluyen las redes sociales en su política de comunicación, desde la indicación en las páginas web oficiales hasta la posible correlación entre tamaño económico y selección de canales. La principal conclusión indica que la función de marketing es predominante para estas empresas y que el tamaño económico tiene una correlación positiva con la selección de redes sociales más informativas en detrimento de las más conversacionales.
Citas
Aced Toledano, C. (2017). How Companies Are Seizing the Dialogic Opportunities Provided by Social Media to Communicate with their External Audiences (Doctoral Thesis, Universitat Oberta de Catalunya).
Ahmad, S. Z., Ahmad, N., & Bakar, A. R. A. (2018). Reflections of entrepreneurs of small and medium-sized enterprises concerning the adoption of social media and its impact on performance outcomes: Evidence from the UAE. Telematics and Informatics, 35(1), 6-17 https://doi.org/10.1016/j.tele.2017.09.006
Aichner, T., & Jacob, F. (2015). Measuring the degree of corporate social media use. International Journal of Market Research, 57(2), 257-276. https://doi.org/10.2501/ijmr-2015-018
Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, 65-77. https://doi.org/10.1016/j.ijinfomgt.2018.06.001
Allagui, I., & Breslow, H. (2016). Social media for public relations: Lessons from four effective cases. Public Relations Review, 42(1), 20-30. https://doi.org/10.1016/j.pubrev.2015.12.001
Alonso, E. L., & López, B. M. (2019). La gestión de los medios sociales en la Administración local: análisis de los municipios rurales españoles. Vivat Academia, 148, 77-99. https://doi.org/10.15178/va.2019.148.77-99
Barris, K. (2019). Using stakeholder theory to understanding B2B social media usage in South Africa (Doctoral Thesis, University of Pretoria).
Bartov, E., Faurel, L., & Mohanram, P. S. (2018). Can Twitter help predict firm-level earnings and stock returns? The Accounting Review, 93(3), 25-57. https://doi.org/10.2139/ssrn.2782236
Behan, M. K. (2013). Efficacy of social media in participant perception of brand in small to medium size enterprises (Doctoral Thesis, Capella University).
Cade, N. L. (2018). Corporate social media: How two-way disclosure channels influence investors. Accounting, Organizations and Society, 68, 63-79. https://doi.org/10.2139/ssrn.2619249
Castelló Martínez, A. (2013). Estrategias empresariales en la Web 2.0. Las redes sociales Online. Alicante, España: Editorial Club Universitario.
Chen, H., De, P., Hu, Y. J., & Hwang, B. H. (2014). Wisdom of crowds: The value of stock opinions transmitted through social media. The Review of Financial Studies, 27(5), 1367-1403. https://doi.org/10.1093/rfs/hhu001
Costa, J. (2016). Para comprender el Dircom. Intersecciones en comunicación, 5(5), 161-178
Deuze, M. (2008). Corporate appropriation of participatory culture, en Carpentier, N., Livingstone, S. (eds.), Participation and Media Production: Critical Reflections on Content Creation. Newcastle upon Tyne: Cambridge Scholars Publishers.
Díez, J. A., & Moulines, C. U. (2008). Fundamentos de filosofía de la ciencia (No. 165). Ariel.
Durántez-Stolle, P. (2017). Redes sociales virtuales en la comunicación corporativa del IBEX 35: usos, desarrollo e importancia según sus responsables. Revista Mediterránea de Comunicación, 8(1), 137-154. https://doi.org/10.14198/medcom2017.8.1.10
Enke, N., & Borchers, N. S. (2019). Social media influencers in strategic communication: A conceptual framework for strategic social media influencer communication. International Journal of Strategic Communication, 13(4), 261-277. https://doi.org/10.1080/1553118X.2019.1620234
Flores Vizcarra, H. A. (2019). Análisis de la Influencia de Medios Sociales en la Reputación Corporativa de las Empresas Operadoras Móviles en el Perú-2019.
Hamid, S. (2020). The Routledge Handbook of Strategic Communication. Pakistan Review of Social Sciences (PRSS), 1(1), 4-5.
Karimi, S., & Naghibi, H. S. (2015). Social media marketing (SMM) strategies for small to medium enterprises (SMEs). International Journal of Information, Business and Management, 7(4), 86.
Kick, M. (2015). Selected essays on corporate reputation and social media. Springer Books.
Korzynski, P., Mazurek, G., & Haenlein, M. (2020). Leveraging employees as spokespeople in your HR strategy: How company-related employee posts on social media can help firms to attract new talent. European Management Journal, 38(1), 204-212. https://doi.org/10.1016/j.emj.2019.08.003
Klewes, J., Popp, D., & Rost-Hein, M. (2017). Out-thinking organizational communications. The Impact of Digital Transformation. Springer International Publishing.
Lei, L. G., Li, Y., & Luo, Y. (2019). Production and dissemination of corporate information in social media: A review. Journal of Accounting Literature, 42, 29-43. https://doi.org/10.2139/ssrn.3330875
Macnamara, J. (2010). Public relations and the social: How practitioners are using, or abusing, social media. Asia Pacific Public Relations Journal, 11, 21-39.
Meske, C., & Stieglitz, S. (2013). Adoption and use of social media in small and medium-sized enterprises. Working conference on practice-driven research on enterprise transformation (pp. 61-75). Berlin, Heidelberg.
Miller, G. S., & Skinner, D. J. (2015). The evolving disclosure landscape: How changes in technology, the media, and capital markets are affecting disclosure. Journal of Accounting Research, 53(2), 221-239. https://doi.org/10.2139/ssrn.2560855
Okazaki, S., Plangger, K., West, D., & Menéndez, H. D. (2020). Exploring digital corporate social responsibility communications on Twitter. Journal of Business Research, 117, 675-682. https://doi.org/10.1016/j.jbusres.2019.09.006
Paliwoda-Matiolanska, A., Smolak-Lozano, E., & Nakayama, A. (2020). Corporate image or social engagement: Twitter discourse on corporate social responsibility (CSR) in public relations strategies in the energy sector. Profesional de la Información, 29(3). https://doi.org/10.3145/epi.2020.may.33
Poppel, H. (2020). An Examination of Enterprise Social Media and its Impact on Employees in a Global Corporate Organization (Doctoral Thesis, Concordia University St. Paul).
Postman, J. (2009). SocialCorp: Social media goes corporate. New Riders.
Roy, A., Maxwell, L., & Carson, M. (2014). How is social media being used by small and medium-sized enterprises? Journal of business and behavioral sciences, 26(2), 127.
Srinivasan, R., Bajaj, R., & Bhanot, S. (2016). Impact of social media marketing strategies used by micro small and medium enterprises (MSMEs) on Customer acquisition and retention. IOSR Journal of Business and Management, 18(1), 91-101. https://doi.org/10.9790/487X-181391101
Tom, A. A., Vijayakrishnan, G., & Thangjam, R. (2018). Effect of Twitter tweets on the short term stock prices after Donald Trump’s presidency. International Journal of Research and Analytical Reviews 5, (4), 46-55.
Torres Ponjuán, D. (2010). La visualización de la información en el entorno de la Ciencia de la Información. (Doctoral Thesis, Universidad de Granada).
Túñez López, M., & Altamirano, V. (2015). La simetría interactiva de la comunicación organizacional. Revista DIRCOM, (108), 14-17.
Uttrup, E. B. (2017). A digital communication plan for Quiksilver, Portugal (Doctoral Thesis, Instituto Universitário de Lisboa).
Visser, M., & Sikkenga, B. (2017). Social media management vanuit commercieel perspectief. Noordhoff Uitgevers.
Yang, T., & Yang, Y. (2017). Predict Effect of Trump’s Tweets on Stock Price Milestone (Undergraduated Thesis, Stanford University).
Wang, Y., & Yang, Y. (2020). Dialogic communication on social media: How organizations use Twitter to build dialogic relationships with their publics. Computers in Human Behavior, 104, 106183. https://doi.org/10.1016/j.chb.2019.106183
Descargas
Publicado
Cómo citar
Número
Sección
Licencia
Obra Digital emplea una licencia Creative Commons 4.0 Internacional. Más información:
Derechos de autor de la revista
Creative Commons.org Licenses 4.0
