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https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

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The present research offers a qualitative approach, based on content analysis, in-depth interviews and case studies of representative cases on Twitter during 2013 and 2014. The segmentation of the cases is composed of three categories, identifiable in the current conjuncture: memes, ongoing events and complaints. With this selection, timely criteria of analysis are established, which are relevant and applicable to any conjuncture, reaching to identify what transcends incidences to turn them into crisis. As a result,, it is concluded that a crisis will spread due to inefficient management platforms, negative feeling of audience around the brand. With these results, we propose routes of action to face these situations in their different degrees.

¿Qué convierte una incidencia en crisis online? aproximación cualitativa basada en casos de twitter de 2013 y 2014