La disculpa corporativa a través de Twitter en Iberia y Banco Santander

  1. Ana M. Fernández-Vallejo 1
  1. 1 Universidad de Navarra, España
Journal:
ELUA: Estudios de Lingüística. Universidad de Alicante

ISSN: 0212-7636,  2171-6692

Year of publication: 2017

Issue: 31

Pages: 151-170

Type: Article

DOI: 10.14198/ELUA2017.31.08 DIALNET GOOGLE SCHOLAR lock_openRUA editor

More publications in: ELUA: Estudios de Lingüística. Universidad de Alicante

Abstract

In recent years companies have created new customer channels making use of the various social networks, including Twitter. The aim of this paper is to analyze how companies express their apology via Twitter. This paper offers a linguistic-discursive analysis of corporate apologies, supported by corpus linguistics (Page, 2014) and a further pragmatic analysis of the apology (Harris et alii, 2006). The analysis is applied to a body made up of 1567 tweets published during the first half of July 2017 by Iberia and Banco Santander; two companies listed on the Ibex 35 which stand out for their attention to customers offered through this channel. The two companies utilize a common structure of tweets, as well as direct or indirect recognition of the offense; however, Banco Santander has a more bureaucratic and distant style than Iberia, whereby omitting the explanations.

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