Análisis del sentimiento en la actividad del Banco Central Europeo en las redes sociales durante la pandemia del Covid-19 y la guerra de Ucrania: una comunicación de crisis navegante
DOI:
https://doi.org/10.31921/doxacom.n38a2051Palabras clave:
Banco Central europeo, comunicación de crisis, análisis de sentimientos, interacción con las redes sociales, confianza públicaResumen
Para evaluar y comprender la estrategia de comunicación utilizada por el Banco Central Europeo (BCE) a lo largo de la pandemia del Covid-19 y la guerra en Ucrania, este estudio examina las tácticas de comunicación de crisis del BCE. El estudio analiza 11.781 tweets de la cuenta oficial de Twitter del BCE utilizando el análisis de sentimientos para observar cómo interactúa el Banco con el público y cómo utiliza estrategias de comunicación adaptativas en estos tiempos difíciles. Esta investigación emplea de forma innovadora los métodos de análisis de sentimientos AFINN y NRC para evaluar la comunicación de crisis del BCE. El uso por parte de NRC de un léxico exhaustivo para la identificación emocional complementa las calificaciones de sentimiento precalculadas de AFINN. El uso por el BCE de una comunicación positiva y clara generó confianza en el público y subraya la utilidad del análisis de sentimientos en la comunicación estratégica de crisis. La investigación detallada del estudio ofrece ideas para mejorar los planes de comunicación de crisis con el fin de mejorar la participación pública y la estabilidad económica.
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Derechos de autor 2023 Tanase Tasente, Maria Alina Carataș, Tariq Tawfeeq Yousif Alabdullah
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial 4.0.