Análisis de la recomendación entre iguales en la reputación online de las organizaciones

Abstract

Lucía Benítez-Eyzaguirre, profesora de la Universidad de Cádiz, es doctora por la Universidad de Sevilla (con premio extraordinario) y premio RTVA a la mejor tesis doctoral de comunicación. ResumenLa reputación corporativa se ve afectada por el creciente impacto de la reputación online, especialmente por el peso que adquiere la recomendación entre iguales en los medios sociales. El prosumidor (McLuhan;Nevitt, 1972; Toffler, 1981; Tapscott, 1997) tiene una autonomía y capacidad en la Red que le hace incorporarse a los agentes implicados como un emergente surgido del contexto digital, escasamente teorizado en relación con la reputación corporativa. En el contexto de la definición de estos conceptos, este artículo propone modelos de análisis de la reputación online en función de las acciones comunicativas de los prosumidores, desde un enfoque cualitativo para abordar el conocimiento de los públicos y de los intervinientes. Para ello, realiza una revisión teórica crítica fundamentada sobre fuentes secundarias. Palabras claveProsumidor; Reputación online; Comunicación organizacional; Recomendación entre iguales. AbstractCorporate reputation is affected by the growing impact of online reputation, because of the weight of peer recommendations in social media. Digital prosumers ' (McLuhan;Nevitt, 1972; Toffler, 1981; Tapscott, 1997) autonomy and ability on the internet have led them to integrate with stakeholders. Their role in relation to corporate reputation has barely been recognized. In the context of the definition of these concepts, this article proposes analysis models and tools for online reputation study, based on the communicative actions of prosumers. We take a qualitative methodology as the basic strategy to approach the knowledge of the public and the stakeholders. We carry out a critical theoretical review based on secondary sources.

Social Media: useful for high-risk industries? A study of nuclear energy in Spain

“…The company no longer controls what is published about its activity: currently, citizens are not only recipients of information but also have become information providers (Benítez-Eyzaguirre, 2016;Leiva, 2012;Campos-Freire, 2010;Hernández Velasco, 2011). Some authors such as Benítez-Eyzaguirre (2016), Itoiz (2015), Hernández Velasco (2011) and Garicano (2011) have clarified that online reputation is part of corporate reputation and that it is not limited only to the users' opinion on these platforms.…”

Exploring the need for stakeholders' engagement through social networking sites to build the reputation of higher education organisations

“…With just a banner therefore, one is reaching a very low level of engagement—a level that only just surpasses the dialogue phase, and hence will barely affect the institution’s reputation at all. ‘Level Two’ of engagement is possible when there is development of dialogue to a maximal degree, in which participants actively create content, comment, rate and evaluate and make recommendations. The importance of peer‐to‐peer recommendation has complicated the traditional process of managing institutional communication (Benítez‐Eyzaguirre, 2016) in that the users themselves can enhance or damage reputation in equal measure. In the strategic planning of communication actions, it is easy to understand that HEOs have to promote the generation of positive content, and avoid negative and neutral content.…”

Fashion influencers and Instagram. A quasi-perfect binomial

“…However, it has been the social networks that have taken the influencer phenomenon to its peak, serving as a professional springboard for many young people whose outfits, suggestions and purchases serve as inspiration for the rest (Ribeiro-Cardoso et al, 2016;Colliander & Marder, 2018). From a commercial point of view it is fully understood that the recommendation from a trustworthy source is a decisive factor when purchasing a product or service (Bigné, Küster, & Hernández, 2013;Benítez-Eyzaguirre, 2016). In Figure 1: Posts of several instagramers with the dress distributed by Lord and Taylor Sources: @nanysklozet; @emilyanngemma; @halliedaily addition to this, we must add that social networks are not understood without interaction, without the active participation of the recipient.…”