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- Title
La web corporativa como herramienta estratégica para la construcción de la identidad municipal: análisis de los municipios rurales de España.
- Authors
López-Alonso, Esmeralda; Moreno-López, Begoña
- Abstract
In the age of globalization, rural municipalities in Spain must differentiate themselves and compete to achieve the loyalty of their stakeholders (neighbours, tourists, investors, media..., among others) and fight against depopulation. The corporate website is one of the most used channels by these audiences to go in depth in the knowledge of the settlements. Therefore, this study is approached in an exploratory way, in order to evaluate whether these rural municipalities use the institutional web as a strategic tool to make known their identity. Given these objectives, the methodological design is based on a qualitative approach, with different research techniques. The results show that websites with replicated structures have significant deficiencies in identity management, both from the point of view of corporate visual identity, communication with their audiences and corporate culture.
- Subjects
SPAIN; AUDIENCES; CORPORATE image; CORPORATE culture; CITY councils; CITIES &; towns; CORPORATE websites
- Publication
El Profesional de la Información, 2019, Vol 28, Issue 5, p1
- ISSN
1386-6710
- Publication type
Article
- DOI
10.3145/epi.2019.sep.25