Análisis de la gestión de crisis de comunicación y su influencia en la reputación de una marca por los contenidos reproducidos en redes sociales. Caso marca Pompis.

Abstract

The crisis is an event that can deeply affect a company if it does not have the necessary tools to overcome the incident. At the moment, a crisis can also extend to social networks and the web 2.0 due to the high virality of the content generated by the users. This dissertation focused on the digital campaign “Mamás 4x4” made by the Pompis diaper brand of the Zaimella company and the processes that had to be followed after making the campaign public. In addition, the comments of the users generated in the Fan Page of Pompis and the screen talent Bratt Murgueitio, and the Instagram of the brand were analyzed to revise whether the comments affected the reputation of the Pompis brand. Surveys were conducted using the Delphi method to professionals in Reputation, Digital Communication and PR and Marketing, which were divided into 12 multiple-choice questions. More than 80% of respondents believe that the campaign affectted the reputation of the Pompis brand. In addition, in-depth interviews were conducted with international experts in Reputation and Digital Communication. The results showed that the comments made by users on the social networks of Pompis and Bratt Murgueitio affected the reputation of the brand. According to the interviewed experts in Reputation, they consider the reputation was completely hurt by the "Mamás 4x4" campaign and its inefficient crisis management.