a risk: “A simple tweet can mobilise masses and produce results that were unthinkable just a few years ago” (Llorente & Cuenca, 2018a).

The professional realm recognises the danger of fake news in the business world and intends to develop digital identity programmes that promote the involvement of company managers and collaborators in the area of social networks (Llorente & Cuenca, 2018b). The logic of this approach is to confront the falsehoods promoted by fake profiles that use factual information promoted by real, informed people. Fake news is created to lure audiences, damage reputations, and defend ideological positions. The foundation of the solution lies in listening and reacting diligently, as well as having a proactive attitude in the digital space in order to expand the company’s version (Goldhammer, 2017; Chang y Olson, 2017; Pwc, 2018; Deloitte, 2019; Llorente & Cuenca, 2020: 81).

It has been suggested that the company should formulate a risk prevention programme that includes the identification of potential vulnerabilities along with the development of an action programme to mitigate the effects of the spread of false information. The researchers cited immediately above recommend increasing the use of social networks in order to have a strong voice, as well as a reliance on innovative monitoring technologies, and having a response plan in place in order to be effective in addressing reputational risk.

5. Objectives

After having noted that disinformation is becoming a trend that is detrimental to organisations, and that the increase in disinformation has been exponential during the Covid-19 crisis, it seems appropriate to analyse whether Spanish companies recognise that the reputational crisis resulting from disinformation disseminated in the entire digital universe is in fact a crisis of reputation, and therefore, whether they include it among their corporate risks. The general objective of this research is to delve into the danger of disinformation for corporate reputation and to determine whether this peril is part of the company’s priorities according to the reality analysed.

The ultimate goal is to provide relevant information in order to adapt theory to reality by gathering the knowledge that has been gained during this extraordinary period.

6. Methodology

An analysis methodology based on online surveys has been used for this research. The study began in February of 2020 and was completed in May of 2020. The questionnaire is composed of 10 questions that correspond to the research objectives. We have used a census list from a database of the foundation owner. The representativeness of the universe is notably high, as the interviewees are all executives of companies responsible for corporate reputation and experts in the field. The research universe is the 578 members of the think tank known as Corporate Excellence - Centre for Reputation Leadership, which is a business foundation that specialises in reputation with Ibex 35 companies on its board of trustees. The sample was composed of 261 professionals who specialise in corporate reputation from among the members of the think tank.