¿Qué tienen en común Bankia, Dove, Pepsi y McDonald’s? - Carlos Victor Costa

El fenómeno de las crisis de reputación mediadas por las redes sociales se alinea claramente a una nueva dinámica sociocultural donde los emisores son cuestionados acerca de su credibilidad y es cada vez menor la tolerancia hacia lo que no se presenta como ¨auténtico¨. A través de sus acciones en internet, los movimientos sociales pueden hacer mucho daño a las marcas.

En el artículo adjunto se observa como la gestión de crisis de comunicación en el contexto online presenta sus propias características y dinámicas. Y como se construyen los contradiscursos que pueden afectar cada vez más la reputación de las de las organizaciones.

Conoce algunos casos de éxito de marcas como Unilever, Pepsi y McDonald´s y profundiza en el paradigmático y polémico caso de la salida a bolsa de Bankia en 2011, objeto de la tesis doctoral del profesor de ICEMD Carlos Victor Costa.

Lee el artículo aquí: http://www.assibercom.org/trabalhos/uploads/dti01-0337_1508102876.pdf


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