RT Journal Article
T1 Communication Strategies of Startups During the Natural Catastrophe of the 2024 DANA: Impact on Public Opinion and Business Reputation
A1 Rodríguez Vera, Ainhoa del Pino
A1 Rando-Cueto, Dolores
A1 Ruiz-Herrería, Minea
A1 De-las-Heras-Pedrosa, Carlos
K1 Inundaciones - Valencia - En los medios de comunicación social
K1 Redes sociales en internet
AB In October 2024, a DANA (Isolated Depression at High Levels) triggered torrential rains across the Valencian Community, causing 227 deaths, severe infrastructure damage, and economic losses estimated at €17.8 billion. In this context of crisis, startups, despite having fewer resources and less experience than large corporations, played a significant role in crisis communication, shaping public perception and operational continuity. This study explores the communication strategies adopted by startups during and after the disaster, focusing on their activity on Instagram, TikTok, and Facebook between October 2024 and January 2025. Using a mixed-methods approach, we conducted a quantitative analysis of digital discourse through the Fanpage Karma tool, assessing metrics such as engagement, reach, and posting frequency. Sentiment analysis was performed using GPT-4, an advanced natural language processing model, and in-depth interviews with startup representatives provided qualitative insights into reputational impacts. The findings reveal that startups which aligned their discourse with the social context, prioritizing transparency and emotional proximity, enhanced their visibility and credibility. These results underscore how effective crisis communication not only mitigates reputational risk but also strengthens the local entrepreneurial ecosystem through trust-building and social responsibility.
PB MDPI
YR 2025
FD 2025-07-25
LK https://hdl.handle.net/10630/39528
UL https://hdl.handle.net/10630/39528
LA eng
NO Rodríguez-Vera, A. d. P., Rando-Cueto, D., Ruiz-Herrería, M., & De las Heras-Pedrosa, C. (2025). Communication Strategies of Startups During the Natural Catastrophe of the 2024 DANA: Impact on Public Opinion and Business Reputation. Journalism and Media, 6(3), 117. https://doi.org/10.3390/journalmedia6030117
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 20 ene 2026