Marcas y propósito: Análisis de las estrategias digitales en Twitter de las marcas más reputadas en España

Jorge David Fernández Gómez; María-Teresa Gordillo-Rodríguez; Laura Pacheco Barriga; Elena Fernández Blanco

doi:10.4185/rlcs-2023-2005

Authors

Jorge David Fernández Gómez Universidad de Sevilla https://orcid.org/0000-0002-0833-6639
María-Teresa Gordillo-Rodríguez Universidad de Sevilla https://orcid.org/0000-0002-2250-220X
Laura Pacheco Barriga Universidad Pontificia de Salamanca https://orcid.org/0000-0003-0563-8807
Elena Fernández Blanco Universidad Pontificia de Salamanca https://orcid.org/0000-0002-8864-8527

DOI:

https://doi.org/10.4185/rlcs-2023-2005

Keywords:

humanism, digital strategy, reputation, communication, contents, purpose, brand

Abstract

The 21st century is characterized by the technological progress that society has experienced together with the social, economic and environmental changes that make up the current challenging challenges. These have caused a multitude of organizations to become active agents, arousing their interest in defining purposes with an impact for society that need companies to become aware and position themselves, from a more humanistic approach, on alarming issues. One of the scenarios in which organizations can develop communication strategies that enrich relationships with their audiences and allow them to defend their purposes, through the generation of content, is constituted by social networks, key tools for brands to interact in the present. Methodology: using quantitative methodology, through content analysis, a corpus of messages issued on Twitter over twelve months by ten responsible brands, selected through the Corporate Reputation Business Monitor, is analyzed. Results: relevant data is obtained on the content generated by these brands in their Twitter profiles, which indicates that they communicate mainly focusing on the service they offer and their products. Discussion: the results reveal that the brands studied generally take a position focused on the company itself or on the product. Conclusions: although there is a tendency for organizations to generate social benefit through their actions, this research indicates that the approach that these companies give to their communication on Twitter is not primarily people-oriented.

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Author Biographies

Jorge David Fernández Gómez, Universidad de Sevilla

PhD in communication (with Extraordinary Award mention) from the University of Seville and Associate Professor at the same university. He has been a member of the UCA Department of Business Economics and collaborates with international university centers such as Bryant University (USA) or the Universidade Nova de Lisboa (Portugal). Member of the IDECO Research Group, his lines of research are brand management, strategic planning, advertising structure, political communication and popular culture, topics on which he has published more than a dozen books (Intellect, McGrawHill, Síntesis , Tecnos, UOC) and numerous articles in scientific journals in the area (New Media and Society, Comunicar, Journal of Political Marketing).

María-Teresa Gordillo-Rodríguez, Universidad de Sevilla

Degree in Advertising and PR and PhD in Communication from the University of Seville. She is currently a professor in the Department of Audiovisual Communication and Advertising at the University of Seville. He has been responsible for subjects taught to both national and international students related to advertising strategy and creativity or the generation of advertising content. He is a member of IDECO (Research Group on Political Communication, Ideology and Propaganda). His current lines of research include: advertising strategy and brand management in general, cultural branding, identity and consumption on social networks, collective behavior of consumption on and offline, the cultural implications of brands or political communication on social networks.

Laura Pacheco Barriga, Universidad Pontificia de Salamanca

Graduated in Advertising and Public Relations, UPSA. Master in Corporate Communication, CEU San Pablo. Executive Program in Leadership with Social Impact, UPSA. She is currently a doctoral candidate in the area of Innovation in Social Sciences, in the line of Innovation and Creation of Spaces for Communication, at UPSA. She is an Assistant Professor at the Faculty of Communication of the Pontifical University of Salamanca. His lines of research focus on areas such as corporate communication, social responsibility or social networks, among others.

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