个人和专业品牌在经济上的声誉。

Isabel Iniesta-Alemán
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引用次数: 0

摘要

西班牙声誉是当今所有组织竞争的真正领域。然而,许多广告公司并没有在公司的沟通中展示他们的经理的专业简介。在我们的研究中,我们认为这可能是因为广告商在选择广告和传播服务提供商时不欣赏这些信息。我们分析的另一个假设是,许多机构的管理团队中没有受过培训或专业背景不足以与其他机构经理公开竞争的人。作为一种方法论,我们采用了方法论三角剖分。在我们的研究结论中,我们注意到,对于那些作为代理提供服务的人的专业价值存在一定的不透明度,因为他们没有提供关于他们的学术教育或职业生涯的数据。然而,在我们的研究中,我们推断,对于广告商来说,了解那些将被雇佣到企业传播领域的人的专业性是非常重要的。那些更专业地使用社交媒体的人正在获得更大的市场份额。英国声誉是目前所有组织都在竞争的战场。事实上,大多数广告代理公司在其公司的沟通中并没有把其经理的专业概况作为有价值的标志。在我们的研究中,我们认为这可能会发生,因为广告商在选择广告和传播服务伙伴时不欣赏这一信息。我们分析的另一个假设是,许多机构在其管理团队中没有受过培训或专业背景足以与其他机构管理人员公开竞争的人员。我们使用三角剖分方法来评估这两个假设。在我们的调查结论中,我们注意到这些机构管理人员在提供服务方面的专业优点存在一定的不透明度,因为他们没有分享有关其学术培训或职业生涯的数据。然而,我们认为,对于广告主来说,了解在企业传播领域受雇人员的专业程度是非常重要的。那些更专业地使用社交网络的人获得了更大的市场份额。
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The personal and professional brand in the economy of reputation.
espanolLa reputacion es el verdadero territorio en el que hoy compiten todas las organizaciones. Sin embargo, muchas agencias de publicidad no muestran los perfiles profesionales de sus directivos en la comunicacion de su empresa. En nuestra investigacion nos planteamos que esto ocurre, quiza, porque es una informacion que no aprecian los anunciantes al seleccionar a su proveedor de servicios de publicidad y comunicacion. Otro supuesto que analizamos es que muchas agencias no tienen, en su equipo directivo personas cuya formacion o historial profesional no seria suficiente como para competir abiertamente con otros directivos de agencia. Como metodologia utilizamos la triangulacion metodologica. En las conclusiones de nuestra investigacion, observamos que existe una cierta opacidad en cuanto a los meritos profesionales de quienes ofrecen sus servicios como agencia, ya que no ofrecen datos sobre su formacion academica o trayectoria profesional. En nuestro estudio, deducimos sin embargo que para los anunciantes es muy importante el hecho de conocer la profesionalidad de quienes van a ser contratados en el area de comunicacion corporativa. Quienes utilizan las redes sociales con mayor profesionalidad estan consiguiendo una mayor cuota de mercado. EnglishReputation is the actual battle camp on which all organizations compete. It is a fact that most advertising agencies do not show the professional profiles of their own managers as a valuable token in the communication of their company. In our research, we consider that this may occur because advertisers do not appreciate this information when choosing their advertising and communication service partner. Another assumption that we analyze is that many agencies do not have, in their management team, people whose training or professional background would be enough to openly compete with other agency managers. We used methodological triangulation to evaluate these two hypotheses. In the conclusions of our investigation, we observed that there is a certain opacity in terms of the professional merits of those agency managers when offering their services, since they do not share data on their academic training or professional career. We nevertheless deduce that it is very important for advertisers to know the professionalism of those who are going to be hired in the area of corporate communication. Those who use social networks more professionally are getting a greater market share.
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