THE CASE OF CAMBRIDGE ANALYTICA AND FACEBOOK

Abstract

One of the most polemical scandals of the last decade, both companies were implicated in a massive data breach, breaking the law obtaining personal data of Facebook users. How has the scandal affected Facebook's reputation? How Facebook managed the crisis? Had they followed a good communication and crisis plan? A lot of questions to resolve, that will help us to understand more about what is behind the scandal, the importance of communication and how it is linked to brand prestige.