This thesis explores the reputation management strategies European Regulatory Agencies (ERAs) employ on social media to maintain their online reputation and the role of different audiences in...Show moreThis thesis explores the reputation management strategies European Regulatory Agencies (ERAs) employ on social media to maintain their online reputation and the role of different audiences in shaping their communication strategies. Reputation management is fundamental for public agencies, as they must justify their existence and respond to diverse stakeholders with varying expectations. Effective social media interactions can help sustain and promote technocratic legitimacy, facilitate connections, and interactions with stakeholders regarding European regulations and policies. This thesis adopts the organizational reputation framework proposed by Carpenter and Krause (2012), which considers assumptions related to an organization's capacities, intentions, and mission as core elements influencing communication strategies. As part of the EU regulatory state, EU regulatory agencies are expected to emphasize expertise, technical competence, and results-oriented qualities in their communicative strategies. This study examined the reputation management strategies employed by European Regulatory Agencies (ERAs) on social media, specifically focusing on the communication strategies used by the European Medicines Agency (EMA) and the Spanish Agency for Medicines and Healthcare Products (AEMPS) on Twitter.Show less
