Susana Miquel Segarra
Biographic Data
| ID | 6288171 |
|---|---|
| NAME | Susana Miquel Segarra |
| GIVEN NAMES | Susana Miquel |
| FAMILY NAME | Segarra |
| SIGNATURE | SEGARRA S M |
| AFFILIATIONS | Universitat Jaume I |
| ORCID | 0000-0002-0337-7503 |
| VERIFIED | Yes |
| TOTAL WORKS | 16 |
| TOTAL CITATIONS | 2 |
| AUTHOR COUNT | 16 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2015 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 1 |
Analysis of Marketing and Communication Professionals’ Profiles in Spain: Soft Skills, Knowledge, and Work Experience
This study analyses the profiles of marketing and communication professionals in Spain using a range of variables collected from LinkedIn profiles. The primary objective is to identify the key soft skills emphasised by marketing and communication professionals in their profiles and explore the relationship between these skills—and their work experience. To achieve this, a sample of 299 LinkedIn profiles was analysed using data coding methodology …
Comunicación interna y transformación organizativa: Cultura, escucha y gestión del cambio en el contexto organizativo contemporáneo
En un entorno organizacional marcado por la incertidumbre, la transformación digital y los modelos de trabajo híbridos, la comunicación interna ha adquirido un papel estratégico fundamental. Ante este escenario, resulta esencial comprender cómo se concibe, aplica y evalúa la función desde la perspectiva profesional. Con este objetivo, la presente investigación examina seis informes de referencia publicados por Dirci, Dialenga y Gallagher entre 20…
TikTok como herramienta de comunicación política: El caso de Podemos y el Partido Popular en la ley del “solo sí es sí”
Introducción: TikTok se ha convertido en un importante canal para la difusión de mensajes en formato vídeo dirigidos a las audiencias más jóvenes. El principal objetivo de esta investigación se centra en el análisis de la construcción del mensaje político que tanto Podemos como el Partido Popular han hecho de la plataforma TikTok en torno a una legislación en concreto, como es la del “solo sí es sí”. Metodología: Para alcanzar el objetivo plantea…
Análisis del uso de Twitter como plataforma estratégica de diálogo: Las empresas del Ibex35 y la difusión de mensajes sobre Covid
El trabajo analiza la comunicación realizada por parte de empresas del IBEX35 en situaciones de crisis para determinar los mecanismos que tratan de favorecer el diálogo entre organizaciones y sus stakeholders. La muestra la componen los tuits que incluyen la palabra covid y que han sido emitidos por las 27 compañías del IBEX 35 que disponían de perfiles corporativos verificados en la plataforma social Twitter durante los primeros 6 meses de la pa…
Red Cross Presence and Prominence in Spanish Headlines during the First 100 Days of War in Ukraine
This research seeks to find out to what extent the Spanish press reflects the role played by the Red Cross during the first 100 days of the war in Ukraine. It aims to identify the main characteristics of the information in which the organization has taken a leading role in the press. The theoretical framework includes a literature review on the strategic relationship between the press and non-governmental organizations (NGOs) for the benefit of t…
The impact of the Covid-19 pandemic. The perception of communications executives in companies: The role and challenges of internal communication
The Covid-19 pandemic has tested the role of internal communication (IC) in managing adaptation to change and digitalisation in companies, in the context of a sudden switch to implementing remote working, the reorientation and temporary interruption of activity and mass redundancies. With the aim of analysing the effect of Covid-19 on the assessment of corporate communication managers regarding the business environment and the challenges faced by…
Thematic dis/connection of Ibex35 companies to generate dialogue with their stakeholders via Twitter during the pandemic
Studies of corporate communication and intangible management are especially interested in knowing how to establish a proper dialogue with stakeholders to integrate their concerns into internal management and to be able to have greater corporate legitimacy. The lockdown and the following months of the pandemic allow to know if the firms have succeeded in applying the principles of corporate communication and if there have been new strategies that …
The construction of the political agenda on Twitter and Facebook during the 2016 Spanish elections: Issues, frame and users’ interest
During the last decades, the field of political communication has experienced a great transformation due to the appearance and consolidation of digital technologies. The aim of this research is to analyse the political agenda developed on Twitter and Facebook by the main Spanish political parties during the electoral campaign of June 2016, as well as to examine the users’ engagement to their messages. According to the results obtained, political …
La comunicación interna de las empresas españolas en clave estratégica
El presente artículo se centra en conocer cuáles son los objetivos, las herramientas y los ejes estratégicos que plantean las empresas españolas en sus planes de comunicación interna (CI). Asimismo, se pretende conocer el contexto empresarial en el que se desenvuelven los departamentos encargados de la CI. Todo ello se analiza profundizando en la posible existencia de similitudes y/o diferencias entre las empresas según las características estruc…
Big data: La revolusión de los datos y su impacto en la comunicación corporativa
Desde el punto de vista de la comunicación corporativa, la irrupción de big data no debe verse como una amenaza, sino como una oportunidad para superar los enfoques tradicionales de comunicación (Pereira Villazón, Portilla Manjón y Rodríguez Salcedo, 2019)
Utilización de Facebook como canal de comunicación en el sector de la moda: Una comparativa de su vertiente dialógica entre las marcas de moda rápida y de lujo
Las redes sociales, y en concreto Facebook, son frecuentemente utilizadas tanto por la población como por todo tipo de organizaciones. En concreto, las empresas suelen emplear la comunicación digital para crear vínculos emocionales con el usuario. En este sentido, especialmente llamativa resulta la industria de la moda, ya que se trata de un sector en el que se usan con frecuencia las redes sociales. Así, con el propósito de conocer las caracterí…
Aproximación al perfil no profesional del micro instagramer de moda en España
The evolution of social networks in general, and Instagram in particular, has led to the emergence and proliferation of digital influencers, a figure that has taken over from fashion bloggers and managed to capture the attention of communication professionals in the sector due to their potential to generate engagement with their public. The objective of the present research is to determine the profile of micro fashion influencers, their casuistic…
La narrativa transmedia aplicada a la comunicación corporativa
The continuous changes in social, technological and media dynamics have forced the communication strategies of companies to constantly change. In the current context, characterized by low attention rates, the saturation of messages and multi-screen consumption, content has become a distinctive and valuable element to connect with audiences. In this sense, the transmedia storytelling, offer characteristics that encourage the participation and invo…
Objectives and difficulties in the evaluation of internal communication in Spanish companies
Recent studies confirm that business leaders are increasingly interested in internal communication (IC). However, in order for IC to continue evolving, the ability to demonstrate its impact on the income statement through the measurement and the evaluation of its actions is essential. This work analyses the objectives evaluated by the IC departments, the evaluation procedures and the barriers to measuring effectiveness in a study carried out with…
Twitter como herramienta de atención al cliente. El caso de Mercadona
En la sociedad actual en la que las redes sociales permiten que las organizaciones establezcan diálogos e interactúen con sus públicos, la red de microblogging Twitter se presenta como una opción interesante para las marcas. Si bien numerosos estudios confirman que las empresas no aprovecha el potencial dialógico que ofrecen las redes sociales, la utilización de las mismas como herramienta de servicio de atención al cliente se convierte en una pr…
Analysis of communication executives and managers in Spain: Socio-demographic, organizational and attitudinal characteristics from a gender perspective
The organizational and attitudinal characteristics of the communications workforce have recently become the subject of an emergent research field in Spain. To date, no studies have been conducted on organization and work processes in the field of corporate communications and public relations, an area that has experienced tremendous growth in recent decades. This article is a socio-psychological analysis of these professionals, from a gender persp…
Thematic dis/connection of Ibex35 companies to generate dialogue with their stakeholders via Twitter during the pandemic
Studies of corporate communication and intangible management are especially interested in knowing how to establish a proper dialogue with stakeholders to integrate their concerns into internal management and to be able to have greater corporate legitimacy. The lockdown and the following months of the pandemic allow to know if the firms have succeeded in applying the principles of corporate communication and if there have been new strategies that …
Objectives and difficulties in the evaluation of internal communication in Spanish companies
Recent studies confirm that business leaders are increasingly interested in internal communication (IC). However, in order for IC to continue evolving, the ability to demonstrate its impact on the income statement through the measurement and the evaluation of its actions is essential. This work analyses the objectives evaluated by the IC departments, the evaluation procedures and the barriers to measuring effectiveness in a study carried out with…
Analysis of communication executives and managers in Spain: Socio-demographic, organizational and attitudinal characteristics from a gender perspective
The organizational and attitudinal characteristics of the communications workforce have recently become the subject of an emergent research field in Spain. To date, no studies have been conducted on organization and work processes in the field of corporate communications and public relations, an area that has experienced tremendous growth in recent decades. This article is a socio-psychological analysis of these professionals, from a gender persp…
Twitter como herramienta de atención al cliente. El caso de Mercadona
En la sociedad actual en la que las redes sociales permiten que las organizaciones establezcan diálogos e interactúen con sus públicos, la red de microblogging Twitter se presenta como una opción interesante para las marcas. Si bien numerosos estudios confirman que las empresas no aprovecha el potencial dialógico que ofrecen las redes sociales, la utilización de las mismas como herramienta de servicio de atención al cliente se convierte en una pr…
La narrativa transmedia aplicada a la comunicación corporativa
The continuous changes in social, technological and media dynamics have forced the communication strategies of companies to constantly change. In the current context, characterized by low attention rates, the saturation of messages and multi-screen consumption, content has become a distinctive and valuable element to connect with audiences. In this sense, the transmedia storytelling, offer characteristics that encourage the participation and invo…
Objectives and difficulties in the evaluation of internal communication in Spanish companies
Recent studies confirm that business leaders are increasingly interested in internal communication (IC). However, in order for IC to continue evolving, the ability to demonstrate its impact on the income statement through the measurement and the evaluation of its actions is essential. This work analyses the objectives evaluated by the IC departments, the evaluation procedures and the barriers to measuring effectiveness in a study carried out with…
Big data: La revolusión de los datos y su impacto en la comunicación corporativa
Desde el punto de vista de la comunicación corporativa, la irrupción de big data no debe verse como una amenaza, sino como una oportunidad para superar los enfoques tradicionales de comunicación (Pereira Villazón, Portilla Manjón y Rodríguez Salcedo, 2019)
Utilización de Facebook como canal de comunicación en el sector de la moda: Una comparativa de su vertiente dialógica entre las marcas de moda rápida y de lujo
Las redes sociales, y en concreto Facebook, son frecuentemente utilizadas tanto por la población como por todo tipo de organizaciones. En concreto, las empresas suelen emplear la comunicación digital para crear vínculos emocionales con el usuario. En este sentido, especialmente llamativa resulta la industria de la moda, ya que se trata de un sector en el que se usan con frecuencia las redes sociales. Así, con el propósito de conocer las caracterí…
Aproximación al perfil no profesional del micro instagramer de moda en España
The evolution of social networks in general, and Instagram in particular, has led to the emergence and proliferation of digital influencers, a figure that has taken over from fashion bloggers and managed to capture the attention of communication professionals in the sector due to their potential to generate engagement with their public. The objective of the present research is to determine the profile of micro fashion influencers, their casuistic…
The construction of the political agenda on Twitter and Facebook during the 2016 Spanish elections: Issues, frame and users’ interest
During the last decades, the field of political communication has experienced a great transformation due to the appearance and consolidation of digital technologies. The aim of this research is to analyse the political agenda developed on Twitter and Facebook by the main Spanish political parties during the electoral campaign of June 2016, as well as to examine the users’ engagement to their messages. According to the results obtained, political …
La comunicación interna de las empresas españolas en clave estratégica
El presente artículo se centra en conocer cuáles son los objetivos, las herramientas y los ejes estratégicos que plantean las empresas españolas en sus planes de comunicación interna (CI). Asimismo, se pretende conocer el contexto empresarial en el que se desenvuelven los departamentos encargados de la CI. Todo ello se analiza profundizando en la posible existencia de similitudes y/o diferencias entre las empresas según las características estruc…
Thematic dis/connection of Ibex35 companies to generate dialogue with their stakeholders via Twitter during the pandemic
Studies of corporate communication and intangible management are especially interested in knowing how to establish a proper dialogue with stakeholders to integrate their concerns into internal management and to be able to have greater corporate legitimacy. The lockdown and the following months of the pandemic allow to know if the firms have succeeded in applying the principles of corporate communication and if there have been new strategies that …
Análisis del uso de Twitter como plataforma estratégica de diálogo: Las empresas del Ibex35 y la difusión de mensajes sobre Covid
El trabajo analiza la comunicación realizada por parte de empresas del IBEX35 en situaciones de crisis para determinar los mecanismos que tratan de favorecer el diálogo entre organizaciones y sus stakeholders. La muestra la componen los tuits que incluyen la palabra covid y que han sido emitidos por las 27 compañías del IBEX 35 que disponían de perfiles corporativos verificados en la plataforma social Twitter durante los primeros 6 meses de la pa…
Red Cross Presence and Prominence in Spanish Headlines during the First 100 Days of War in Ukraine
This research seeks to find out to what extent the Spanish press reflects the role played by the Red Cross during the first 100 days of the war in Ukraine. It aims to identify the main characteristics of the information in which the organization has taken a leading role in the press. The theoretical framework includes a literature review on the strategic relationship between the press and non-governmental organizations (NGOs) for the benefit of t…
The impact of the Covid-19 pandemic. The perception of communications executives in companies: The role and challenges of internal communication
The Covid-19 pandemic has tested the role of internal communication (IC) in managing adaptation to change and digitalisation in companies, in the context of a sudden switch to implementing remote working, the reorientation and temporary interruption of activity and mass redundancies. With the aim of analysing the effect of Covid-19 on the assessment of corporate communication managers regarding the business environment and the challenges faced by…
TikTok como herramienta de comunicación política: El caso de Podemos y el Partido Popular en la ley del “solo sí es sí”
Introducción: TikTok se ha convertido en un importante canal para la difusión de mensajes en formato vídeo dirigidos a las audiencias más jóvenes. El principal objetivo de esta investigación se centra en el análisis de la construcción del mensaje político que tanto Podemos como el Partido Popular han hecho de la plataforma TikTok en torno a una legislación en concreto, como es la del “solo sí es sí”. Metodología: Para alcanzar el objetivo plantea…
Analysis of Marketing and Communication Professionals’ Profiles in Spain: Soft Skills, Knowledge, and Work Experience
This study analyses the profiles of marketing and communication professionals in Spain using a range of variables collected from LinkedIn profiles. The primary objective is to identify the key soft skills emphasised by marketing and communication professionals in their profiles and explore the relationship between these skills—and their work experience. To achieve this, a sample of 299 LinkedIn profiles was analysed using data coding methodology …
Comunicación interna y transformación organizativa: Cultura, escucha y gestión del cambio en el contexto organizativo contemporáneo
En un entorno organizacional marcado por la incertidumbre, la transformación digital y los modelos de trabajo híbridos, la comunicación interna ha adquirido un papel estratégico fundamental. Ante este escenario, resulta esencial comprender cómo se concibe, aplica y evalúa la función desde la perspectiva profesional. Con este objetivo, la presente investigación examina seis informes de referencia publicados por Dirci, Dialenga y Gallagher entre 20…
Political science (12 works) · Communication and COVID-19 Impact (10 works) · Humanities (8 works) · Art (7 works) · Business (7 works) · Public Relations and Crisis Communication (7 works) · Sociology (5 works) · Advertising and Communication Studies (4 works) · Public relations (4 works) · Advertising (3 works)