The criticism wall. The use of social networks by the sectors with more complaints
Keywords:
brand community, Facebook, Twitter, telephony, banking
Abstract
Social networks represent for goods and services companies a challenge whose management raises doubts. This article analyzes the presence on Facebook and Twitter for six of the most important companies in Spain of the two sectors, telephony and banking, that accumulate more complaints from consumers. The qualitative and quantitative analysis revealed the conversion of Facebook as a tool to dulcify his image and the use of Twitter as an efficient customer service. Not able to generate a community of brand, although it is canalized, not always successfully, to the indignation of users.Downloads
Download data is not yet available.
Article download
Crossmark
How to Cite
Marauri Castillo I., Rodríguez González M. d. M., Genaut Arratibel A. y Iturregui Mardaras L. (2014). The criticism wall. The use of social networks by the sectors with more complaints. Estudios sobre el Mensaje Periodístico, 20(1), 159-175. https://revistas.ucm.es/index.php/ESMP/article/view/45225
Issue
Section
Studies
License
In order to support the global exchange of knowledge, the journal Estudios sobre el Mensaje Periodístico is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.
