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Title: Reputación digital en redes sociales. La adecuación y corrección lingüística como factor determinante de la imagen de marca
Author: Pascual Ortuño, María del Mar
Director: Montaña Blasco, Mireia  
Tutor: Simancas González, Esther
Keywords: digital reputation
brand image
linguistic accuracy
social networks
Issue Date: 17-Jun-2020
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: The arrival of the internet and social media has brought about an unquestionable change in the way users and brands communicate and relate to others. On social media, social nature open platforms, words acquire a greater global and public dimension that is rapidly amplified and has a permanent character. Through the bibliographic review and experts interviews, this academic work will try to check if a company or brand convey its corporate digital identity by its writing style on social media and, specifically, if the linguistic adequacy and correction of its messages are a determining factor to create a positive digital identity. Social media writing is often a cover letter, sometimes the first image that target audience has of a brand. That is why directors of communication, business leaders and community managers should be aware of the importance of taking care of the language on the internet, not only to have a correct understanding of the messages, but also because good writing transmits credibility, professionalism and trust, and mainly because the image and reputation of the brand can depend on it.
Language: Spanish
Appears in Collections:Bachelor thesis, research projects, etc.

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