Jorge Serrano-Cobos

Disclosing the network structure of private companies on the web: The case of Spanish IBEX 35 share index

Purpose – It is common for an international company to have different brands, products or services, information for investors, a corporate blog, affiliates, branches in different countries, etc. If all these contents appear as independent additional web domains (AWDs), the company should be represented on the web by all these web domains, since many of these AWDs may acquire remarkable performance that could mask or distort the real web performance of the company, affecting therefore on the understanding of web metrics. The purpose of this paper is to determine the amount, type, web impact and topology of the AWDs in commercial companies in order to get a better understanding on their complete web impact and structure. Design/methodology/approach – The set of companies belonging to the Spanish IBEX-35 stock index has been analysed as testing bench. The authors proceeded to identify and categorise all AWDs belonging to these companies, and to apply both web impact (web presence and visibility) and network ...