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Corporate Communication 2.0 has established itself as a new strategy for companies to differentiate themselves, expand their markets and reach more consumers. The objective of this research is to evaluate, through their corporate websites, online positioning of three corporations are present in the vital-emotional process for many people. It has selected Quiron Hospital Group, Laureate International Universities Group , and Santander Bank. It has analyzed the online corporate communication of these companies through brand image, the vision of the mission, the values promulgated, slogans, institutional videos, access to social networks and corporate memory. Similarly, It has compared the duration of institutional campaigns, matching soundtracks, the presence of speakers, the appearance of images of the facilities, the statements of businessmen, professionals, teachers and students and the inclusion of corporate reports Web pages. On one hand, the results confirm the suitability of such online tools as paradigms consolidation Communication 2.0, the visibility of these institutions through social networks like Facebook and Twitter , as well as the enactment of the commitment, dynamism, innovation, leadership, strength, team spirit, internationality, career guidance and focus results as distinguishing features of these corporate groups. Furthermore, they are found to occupation and concern for companies reaching out to users of the Web 2.0, the strengthening of the culture and identity of a company materialized in its values and in its mission to achieve its link with people and consolidation of emotional activity.

Ética empresarial, interactividad y conexión emocional: paradigmas de la cultura corporativa de las empresas en la web 2.0