2026-06-07T16:53:46Zhttps://docta.ucm.es/rest/oai/request

oai:docta.ucm.es:20.500.14352/1073592025-03-18T12:12:17Zcom_20.500.14352_14col_20.500.14352_15

Enhancing shopping centers media visibility Pedreño Santos, Ana In times of crisis such as a war, pandemic or meteorological hazard, companies face a double challenge: communicating with the consumer both from a commercial point of view and communicating to the consumer the instructions to follow derived from the risk situation. This research provides a conceptual and managerial overview of the components generating media impact in times of health crisis. Methodology: First, seventeen components are identified and grouped in three dimensions: content, format and organisation. We study the communication strategy of four shopping centres during the week of the reopening of the shopping centres after the COVID-19 pandemic lockdown of March-May 2020 in Madrid, Spain. Second, 164 news stories are analysed with a panel of experts and a principal component analysis, to determine the components of communication that present higher impact on media. Results: Shopping centres media visibility in times of crisis, increase by using intuitive content that generates learning and security, in a format that details instructions clearly. Conclusions: It is a must for companies to have previously worked on building credibility and brand awareness, in order get space in media during crisis periods. 2024-08-02T10:00:07Z 2024-08-02T10:00:07Z 2024-08-02T10:00:07Z 2024-07-24 journal article https://hdl.handle.net/20.500.14352/107359 XXXX-XXXX 10.31637/epsir-2024-390 eng Multiannual Agreement with Universidad Complutense de Madrid in the line Excellence Programme for university teaching staff, in the context of the V PRICIT (Regional Programme of Research and Technological Innovation). Pedreño-Santos, A. (2024). Enhancing shopping centers’ media visibility. European Public & Social Innovation Review, 9, 1–16. https://doi.org/10.31637/epsir-2024-390 http://creativecommons.org/licenses/by/4.0/ open access Attribution 4.0 International European Public & Social Innovation Review