The Influence of Heuristic judgments in Social Media on Corporate Reputation: A Study in Spanish Leader Companies
Facultad de Empresa y Comunicación, Universidad Internacional de La Rioja (UNIR), 26006 Logroño, La Rioja, Spain
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Sustainability 2020, 12(4), 1640; https://doi.org/10.3390/su12041640
Received: 15 January 2020
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Revised: 10 February 2020
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Accepted: 18 February 2020
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Published: 21 February 2020
(This article belongs to the Special Issue Social Media Influence on Consumer Behaviour)
From a corporate-side perspective, the communication of reputational actions and news of companies becomes critical for success. However, in communication, business, and management studies, heuristics can be understood as simple cognitive processes that allow assessments, predictions, and decisions to be made quickly and efficiently by consumers and economic agents. This aspect can sometimes lead to cognitive biases, especially when little information is available or in situations of high uncertainty. The aim of this research is to investigate the influence of heuristic judgments in social media on corporate reputation ratings obtained in Spanish leader companies. Using data collected in Spain, this paper analyzes the influence of heuristics concerning news items on corporate reputation, measured by the Monitor Empresarial de Reputación Corporativa (MERCO) Index. The main finding of this paper is that the total number of news items has a positive effect on corporate reputation, particularly in the categories of culture-values, results/image, expansion, and sponsorship/donations. Additionally, this work serves as a repository of knowledge applicable to similar situations considering the specificities of each particular case. The importance to intervene on certain variables at different levels of managerial performance is described and implications for companies are discussed in these pages.
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MDPI and ACS Style
Cerdá Suárez, L.M.; Perán López, J.; Cambronero Saiz, B. The Influence of Heuristic judgments in Social Media on Corporate Reputation: A Study in Spanish Leader Companies. Sustainability 2020, 12, 1640. https://doi.org/10.3390/su12041640
AMA Style
Cerdá Suárez LM, Perán López J, Cambronero Saiz B. The Influence of Heuristic judgments in Social Media on Corporate Reputation: A Study in Spanish Leader Companies. Sustainability. 2020; 12(4):1640. https://doi.org/10.3390/su12041640
Chicago/Turabian StyleCerdá Suárez, Luis M., Jesús Perán López, and Belén Cambronero Saiz. 2020. "The Influence of Heuristic judgments in Social Media on Corporate Reputation: A Study in Spanish Leader Companies" Sustainability 12, no. 4: 1640. https://doi.org/10.3390/su12041640
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