Publication: Impacto de la Web 2.0 en el mensaje corporativo
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2017-03-02
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Universidad Complutense de Madrid
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Abstract
La irrupción de las distintas plataformas 2.0 en los albores del siglo XXI ha revolucionado la comunicación en la sociedad contemporánea. Se habla de la era del “big data”, una época en la que actividades como buscar trabajo, comprar un coche, darse a conocer como empresa o artista, o incluso realizar investigaciones científicas están cada vez más ligadas a éste fenómeno que progresivamente va haciéndose un hueco en los diferentes ámbitos de la vida de las personas. No en vano en la actualidad el 90% de los internautas españoles tienen perfiles en plataformas 2.0, y tres de cada cuatro siguen a marcas a través de ellas. En este contexto, no sólo las personas sino también las organizaciones encuentran beneficios prácticos en el uso de las herramientas 2.0 para informarse, opinar, explicar, aclarar…, lo cual tiene grandes implicaciones comerciales. Dadas estas implicaciones, la mayoría de los estudios que se han realizado sobre el impacto de la Web 2.0 se han hecho desde una perspectiva meramente comercial. En concreto, un gran número de estos estudios se han centrado en el impacto sobre el boca-oreja o Worth of Mouth (WOM) que las plataformas 2.0 pueden generar, y las implicaciones comerciales o decisiones de compra que ello puede ocasionar. Sin embargo, en los últimos años han aparecido algunos artículos enfocados desde la perspectiva de la comunicación corporativa, y este es precisamente el ámbito en el que la Tesis Doctoral que queda resumida en estas líneas pretende aportar luz. En concreto, lo que se pretende determinar es en qué medida la Web 2.0 puede ser considerada una herramienta de comunicación válida y potente para las organizaciones desde el prisma de la comunicación corporativa, como podría ser por ejemplo un plan publicitario de medios en soportes tradicionales. Así, se pretende ofrecer información a las empresas españolas sobre si la utilización de la Web 2.0 como herramienta para divulgar sus mensajes corporativos aumenta o no los sentimientos favorables acerca de dichas organizaciones...
The proliferation of 2.0 platforms in the 21st century has revolutionized communication in modern society. Some call it the era of "big data," a time when activities like looking for a job, buying a car, learning about a company or artist, or even carrying out scientific research are increasingly linked to this phenomenon that is progressively making an impact in different aspects of people’s lives. It isn’t without reason that 90% of Spanish Internet users currently have 2.0 profiles, and three out of four of them use those profiles to follow brands. In this context, not only individuals but also organizations benefit from the use of 2.0 tools to stay informed, share opinions and get their questions answered, which has great commercial implications. Given that, most studies that have been done on the impact of Web 2.0 to date have been from a purely commercial perspective. In particular, a large number of these studies have focused on the impact of the Worth of Mouth (WOM) that 2.0 platforms can generate, and the commercial implications or purchasing decisions this may lead to. However, in recent years some articles have appeared from the corporate communication perspective, and this is precisely the area that the Doctoral Thesis summarized here intends to shine light on. Specifically, it aims to determine in what way Web 2.0 can be considered a communication tool that is valid and powerful for organizations within the prism of corporate communication, similar to, for example, an advertising plan with traditional media. It aims to offer information to Spanish companies about whether the use of Web 2.0 as a tool to share corporate messages increases favorable sentiments toward said organizations or not. There are three main objectives of the research: (1) create a theoretical framework for understanding the context in which organizations can make use of Web 2.0 in order to increase sales of a product or improve corporate image, (2) determine the value that Web 2.0 can hold as a tool for corporate communication, (3) develop a methodological framework that helps communication departments get rapid feedback on campaigns launched through web 2.0...
The proliferation of 2.0 platforms in the 21st century has revolutionized communication in modern society. Some call it the era of "big data," a time when activities like looking for a job, buying a car, learning about a company or artist, or even carrying out scientific research are increasingly linked to this phenomenon that is progressively making an impact in different aspects of people’s lives. It isn’t without reason that 90% of Spanish Internet users currently have 2.0 profiles, and three out of four of them use those profiles to follow brands. In this context, not only individuals but also organizations benefit from the use of 2.0 tools to stay informed, share opinions and get their questions answered, which has great commercial implications. Given that, most studies that have been done on the impact of Web 2.0 to date have been from a purely commercial perspective. In particular, a large number of these studies have focused on the impact of the Worth of Mouth (WOM) that 2.0 platforms can generate, and the commercial implications or purchasing decisions this may lead to. However, in recent years some articles have appeared from the corporate communication perspective, and this is precisely the area that the Doctoral Thesis summarized here intends to shine light on. Specifically, it aims to determine in what way Web 2.0 can be considered a communication tool that is valid and powerful for organizations within the prism of corporate communication, similar to, for example, an advertising plan with traditional media. It aims to offer information to Spanish companies about whether the use of Web 2.0 as a tool to share corporate messages increases favorable sentiments toward said organizations or not. There are three main objectives of the research: (1) create a theoretical framework for understanding the context in which organizations can make use of Web 2.0 in order to increase sales of a product or improve corporate image, (2) determine the value that Web 2.0 can hold as a tool for corporate communication, (3) develop a methodological framework that helps communication departments get rapid feedback on campaigns launched through web 2.0...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, Departamento de Comercialización e Investigación de Mercados, leída el 26/01/2016