Piña Del Moral, Ines2024-06-172024-06-172024-06-14https://hdl.handle.net/10115/34082Trabajo Fin de Grado leído en la Universidad Rey Juan Carlos en el curso académico 2023/2024. Directores/as: Rainer Rubira GarcíaOne 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.engFacebookCambridge Analyticacorporate communicationcrisis managementreputationinfo:eu-repo/semantics/studentThesisinfo:eu-repo/semantics/embargoedAccess