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Founded in 2003 / ISSN: 1696-019X / e-ISSN: 2386-3978 / Depósito Legal: M-5852-2003
DOI: 10.31921/doxacom
Issue number: 30, January-June 2020


Gema Lobillo Mora Universidad de Málaga, España
Raquel Gallart Moreno Universidad de Málaga, España
Title Analysis of the university reputational crisis through the social networks Twitter and Facebook. The Case Study of Rey Juan Carlos University Summary Image and reputation are the factors that govern competition today. Organisations are increasingly focused on enhancing their corporate image even more so than other aspects of their activity. In the university realm, this is no different. Given the reduction in economic resources and changes in legislation, universities have felt compelled to focus on managing their image and reputation in order to attract revenue. Within this context, the investigation presented herein is a content analysis of the communications issued by Rey Juan Carlos University during the crisis resulting from the so-called “Master’s Degree case”. This analysis has been carried out from both a quantitative and qualitative point of view, based on a series of variables. The aim is to draw conclusions regarding how the crisis was handled, as such conclusions will help to clarify different aspects of the communicative actions after an exhaustive analysis of the electronic communications issued by the university under study. This paper focuses on investigating the variables involved in this particular case without introducing subjective aspects of judgement. Keywords Reputation; university; reputational crisis; identity; image; crisis management; social network; Facebook; Twitter.


doi: https://doi.org/10.31921/doxacom.n30a19


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