Audiovisual corporate communication in youtube: Spanish companies audiovisual message: Typology and degree of interactivity

Corporate Communication goes through a period of deep changes linked to the new tools arisen from Web 2.0. Social media turn into a channel of prolongation of organizational reputation that not only concrete in the citizens or the traditional media opinions, but also the Internet users. The present investigation pretends to study the use of Youtube by part of the Spanish companies with better reputation (Merco 2013) and, therefore, a priori, in the best possible situation to applying their online strategic communication. The aim of this study is to know if the use of the new tool involves a change in the audiovisual messages issued, as well as the reaction of the users.