2026-05-30T05:16:43Zhttps://riuma.uma.es/rest/oai/requestoai:riuma.uma.es:10630/395282026-02-03T11:27:24Zcom_10630_2254col_10630_37953
RIUMA. Repositorio Institucional de la Universidad de Málaga
author
Rodríguez Vera, Ainhoa del Pino
author
Rando-Cueto, Dolores
author
Ruiz-Herrería, Minea
author
De-las-Heras-Pedrosa, Carlos
2025-07-28T09:23:12Z
2025-07-28T09:23:12Z
2025-07-25
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
https://hdl.handle.net/10630/39528
https://doi.org/10.3390/journalmedia6030117
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.
eng
Atribución-NoComercial 4.0 Internacional
Inundaciones - Valencia - En los medios de comunicación social
Redes sociales en internet
Communication Strategies of Startups During the Natural Catastrophe of the 2024 DANA: Impact on Public Opinion and Business Reputation
journal article
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URL
https://riuma.uma.es/bitstreams/c15f104c-8678-44e3-9ff7-9167a6587343/download
File
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c60494b6dd7ae106f233d7c87c81dc12
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Communication Strategies of Startups During the Natural Catastrophe of the 2024 DANA.pdf