Comunicación organizacional y reputación digital en organizaciones privadas y del tercer sector de México y España

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ISSN online: 2172-9077

Prefijo Doi: 10.14201

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Herlinda Ortiz Rodríguez
Universidad Veracruzana
México
https://orcid.org/0000-0001-7059-8931
Núm. 20 (2020): Nuevas tendencias en la comunicación organizacional, Artículos del monográfico, Páginas 55-70
DOI: https://doi.org/10.14201/fjc202020125142
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Resumen

La reputación corporativa es un recurso intangible fundamental para que cualquier tipo de organización establezca lazos de confianza con sus públicos. Su gestión debe darse en distintos espacios, con estrategias y herramientas de comunicación acordes a las necesidades de sus públicos. Debido al surgimiento del internet, ha emergido la reputación online como un espacio importante de la gestión de la reputación corporativa, presentando nuevos retos a las organizaciones en su comunicación digital. Por ello, esta investigación se centra en evaluar la reputación digital de organizaciones privadas y del tercer sector de México y España en su red social facebook, con el fin de comparar entre estos dos sectores y países quienes realizan una mejor gestión de su comunicación organizacional. Se realizó a través de un análisis de contenido cuantitativo, en una muestra de 200 organizaciones. Los principales hallazgos fueron que las organizaciones privadas y del tercer de México y España presentan importantes retos en la gestión de su reputación online en su red social facebook. 

Palabras clave:

confianza, reputación digital, facebook, comunicación organizacional, organizaciones, análisis de contenido

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