文章基本信息

标题：Presencia y reputación digital en social media: comparativa en el sector de la moda
本地全文：下载
作者：Joan Francesc FONDEVILA GASCÓN ; Josep Lluís DEL OLMO ARRIAGA ; Vanesa BRAVO NIETO 等
期刊名称：Fonseca : Journal of Communication
电子版ISSN：2172-9077
出版年度：2012
卷号：5
期号：5
页码：90-113
语种：Spanish
出版社：Universidad de Salamanca
摘要：Online management reputation begins to be assumed as a priority for companies that find social media and Internet influence the image that their audience have. H&M and Zara, as the main buyers of retail business, are not an exception. Their mentions in social media and e-commerce sales show a high level influence. This investigation analyses from an introductorily quantitative and qualitative perspective the presence and online reputation of this companies and their strategy to manage that reputation. It is noted that the two analyzed companies generated a high number of interactions and social media mentions, mostly positive or neutral, but we don’t detect real dialogue and, therefore, interactivity is improvable. This circumstance can lead to lack of engagement towards the brand and deficit in the control over negative comments, synonyms of potential reputational crisis.
关键词：Digital reputation;Corporative communication;Social media;Online reputation management;Content analysis;Reputación digital;Comunicación corporativa;Social media;Gestión de reputación digital;Análisis de contenido