La identidad regional en la comunicación online de las empresas multinacionalesel caso de Danone Canarias

  1. Morgan Mayoly
  2. Patricia Adriana Delponti Macchione
De los medios y la comunicación de las organizaciones a las redes de valor
  1. José Rúas Araújo (coord.)
  2. Valentín Alejandro Martínez (coord.)
  3. María Magdalena Rodríguez (coord.)
  4. Iván Puentes Rivera (coord.)
  5. Jenny Yaguache Quichimbo (ed. lit.)
  6. Eva Sánchez Amboage (ed. lit.)

Publisher: Universidad Técnica Particular de Loja ; XESCOM. Red Internacional de Investigación de Gestión de la Comunicación

ISBN: 978-9942-25-054-4

Year of publication: 2016

Pages: 1129-1144

Congress: De los medios y la comunicación de las organizaciones a las redes de valor (2. 2016. ----)

Type: Conference paper

Export: RIS


Research work on regionalisation of digital communication of multinational corporations operating in various markets, increasingly interrelated. The document is based on the case study of an established company in the Canary Islands (Spain) to analyse how characteristic aspects of the Canarian culture are used to adapt its strategy and online actions to the targeted public. Data collection necessary for further processing is made possible by techniques that address both quantitative and qualitative variables through several methodologic procedures and a system of cultural indicators specially designed for the selection of the sample. This exploratory, descriptive study meets time interval's requirements of the research, as well as the channels used by the multinational corporation observed throughout the case study to communicate with its publics. This research aims to expose the communicative resources, channels, formats and elements of culture idiosyncrasies used by a multinational corporation as Danone Canarias in its digital communication. During the process, patterns and barely exploited potentialities are revealed � from irregular, homogeneous usage of regional culture traits to rudimentary, limited utilisation of Web 2.0 multidirectional interactive platform, which highlight apparent ignorance about the advantages of understanding, respecting and reflecting cultural principles of a community in online communication.