Analysis of the university reputational crisis through the social networks Twitter and Facebook. The Case Study of Rey Juan Carlos University

Análisis de la crisis reputacional universitaria a través de las redes sociales Twitter y Facebook. Estudio del Caso de la Universidad Rey Juan Carlos

doxa.comunicación | 30, pp. 369-388 | 369

January-June of 2020

ISSN: 1696-019X / e-ISSN: 2386-3978

How to cite this article:

Lobillo Mora, G.; Gallart Moreno, R. (2020). Analysis of the university reputational crisis through the social networks Twitter and Facebook. The Case Study of Rey Juan Carlos University. Doxa Comunicación, 30, pp. 369-388.

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

Raquel Gallart Moreno. Bachelor’s Degree in Advertising and Public Relations from the University of Malaga, with experience in radio, photography and design based on digital media. At present, she is studying a Master’s Degree in Digital Marketing Management at the University of Malaga.

University of Málaga, Spain

rgallart@uma.es

ORCID: 0000-0001-7616-3090

Gema Lobillo Mora. Professor in the Department of Audio-visual Communication and Advertising at the University of Malaga. Accredited as Associate Professor. PhD in Communication with international mention. Master’s Degree in Strategic Management and Innovation in Communication. Professor Lobillo Mora has more than twenty years of professional work experience in management positions and in communication consultancy firms.

University of Málaga, Spain

gmlobillo@uma.es

ORCID: 0000-0002-5315-3057

Abstract:

Image and reputation are the factors that govern competition today. Organizations 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

Resumen:

La imagen y la reputación son elementos que rigen la competencia actual. Las organizaciones cada vez se centran más es potenciar su imagen corporativa, por encima de otros aspectos de su actividad. En el ámbito de las universidades esto no es diferente. Dada la re-ducción de recursos económicos y los cambios de legislación, las universidades se han visto obligadas a centrar su actividad en ges-

Received: 15/01/2020 - Accepted: 16/04/2020

Recibido: 15/01/2020 - Aceptado: 16/04/2020