CORPORATE COMMUNICATION IN DIGITAL ENVIRONMENTS: TOOLS TO GUARANTEE CORPORATE REPUTATION

Organisations use integrated on and off line platforms in their communication strategies. The appearance of corporate messages in digital platforms without minimum quality guidelines can cause a negative impact in the corporate image and reputation of the organisation. The main aim of this article is to determine which ones are the quality indicators that organisations can use in order to decide the suitability of a digital platform or another one. To do so, and after a literature review, a panel of experts in digital communication has been organised to elucidate which elements can favour or damage the interests of an organisation depending on the digital context in which its corporate contents appear. Developing ten semi-structured in-depth interviews it can be concluded that viewability, brand safety and advertising fraud are three fundamental tools to determine the quality of on-line platforms. Viewability refers to the position of the corporate information on the web; brand safety refers to the context and advertising fraud refers to fraudulent practices. These tools are essential so that organisations can optimise the efficiency of their advertising campaigns and their corporate reputation in digital media.