El impacto del mensaje corporativo en la Web 2.0

Resum

Although the proliferation of platforms 2.0 is a new kind of relationship with current and potential consumers, it is still not possible to assess their reach and influence in the perception of corporate messages. This research aims to find out the value of different platforms 2.0 from the perspective of corporate communication. The study focuses on the microblog Twitter as the empirical case, where comments from internet users about eight corporate campaigns are analysed. The structure of pre-/post-test analysis of the research has established how feelings of microblog users evolve after receiving the impact of a 2.0 campaign. The results obtained show that corporate messages have a positive impact on the company’s assessment. This opens new ways of interaction with users and other interest groups.