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Comparación entre el Índice MERCO de reputación corporativa e indicadores de popularidad web

Author

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  • Zanfrillo, Alicia Inés
  • Artola, María Antonia
  • Morettini, Mariano

Abstract

El trabajo se propone comparar la reputación de un conjunto de organizaciones que han sido distinguidas en la República Argentina a través del ranking elaborado por el Monitor Empresarial de Reputación Corporativa (MERCO) en el año 2014, con su popularidad web. La relación entre reputación con beneficios y resultados económicos atrae la atención de las empresas sobre la imagen que tienen de la misma sus públicos de interés. A las apreciaciones que tienen estos públicos, tanto internos como externos, se suma en la actualidad un escenario complementario configurado por los recursos de Internet que permite reconocer el interés del usuario y visibilizar experiencias y percepciones sobre el conocimiento que tienen sobre la empresa. Dado el uso que las empresas realizan de este nuevo entorno, resulta de interés establecer la relación entre una metodología multistakeholder y la popularidad en los medios digitales medida a través del interés que los usuarios manifiestan por dichas organizaciones. Se adopta una investigación cuantitativa de tipo correlacional entre el ranking establecido por el Índice MERCO y los indicadores de autoridad y tráfico web. Los resultados muestran la ausencia de correlación entre el posicionamiento definido por el mencionado índice y los indicadores propuestos.

Suggested Citation

  • Zanfrillo, Alicia Inés & Artola, María Antonia & Morettini, Mariano, 2016. "Comparación entre el Índice MERCO de reputación corporativa e indicadores de popularidad web," Nülan. Deposited Documents 2543, Universidad Nacional de Mar del Plata, Facultad de Ciencias Económicas y Sociales, Centro de Documentación.
  • Handle: RePEc:nmp:nuland:2543
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    References listed on IDEAS

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    Keywords

    Empresas; Identidad Corporativa; Indicadores Web;

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