Public diplomacy is an increasing popular preoccupation of governments worldwide, especially aimed at achieving acceptance of their foreign policies abroad, in which corporations have traditionally played a secondary role. However, as it happens with governments, corporations have understood long ago the challenges of being accepted abroad. In this paper the authors suggest that 'corporate diplomacy' is also a process by which corporations intend to be recognized as representatives of something that might be a concept or a country or its related values. In this case, it is essential to create a sincere adaptation of the corporate values to the societal values if a corporation wishes to have a symbiotic relationship with key stakeholders. 'Corporate diplomacy' thus becomes a complex process of commitment towards society, and in particular with its public institutions, whose main added value to the corporation is a greater degree of legitimacy or "license-to-operate," which in turn improves its power within a given social system. By proposing a certain notion of 'corporate diplomacy' the authors intend to evocate an important role that modern corporations are increasingly playing through their public relations practice and which might be shaping the definition of corporations as institutions within society.

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The digital sphere and social media platforms have prompted new logics regarding information access and influence flows among media, politicians, and citizens. In this exploratory study, via a machine learning software and with data visualization methods, we analyzed social media data in order to find patterns that can contribute to comprehend the new dynamics of influence between the media, politicians, and citizenship in the context of social media and digital communication, specifically on Twitter. We analyzed who the top 50 Spanish generalist media with most followers started following in 2017, 2018, and 2019 on Twitter, the quintessential informational network. To do so, we melded data visualization computational and manual methods. We used an artificial intelligence big data analysis software to visualize the network of media from Spain in order to identify the sample. Afterward, we extracted the top followed accounts by the sample and categorized them in types of accounts, institution/citizenship, country, number of followers, and gender, to proceed with the data visualization to identify trends and patterns. The results show that these media accounts started following mainly accounts that belonged to male politicians from Spain. We could also spot among the years of the study an inversely proportional trend from the media that went from following mainly institutions to following a majority of citizens, and to start following more accounts with a smaller number of followers every year. The tendency to follow accounts from Spain that belong to men grew or remained a majority among the years of the study.

Smartphones and social media influence the decision to buy tourism goods, especially in the case of business. Specifically, we show that smartphone bookings made by business tourists coming to Barcelona are increasingly popular. Methodologically, we devised a quantitative questionnaire. Data collection was carried out for 4 months in 2015 with n=1512. We conducted a sieve with inclusion and exclusion criteria and which discarded all participants who did not travel for business. The final sample was 494 participants. We conclude that social media (Booking, TripAdvisor, Facebook, Twitter, Instagram and Foursquare) are used by youngers because people have known they belong to social network. Users consider the information provided by the companies in social media reliable. The most used means for contacting the accommodation are phone and email. The more useful apps are the hotels apps.

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