Results employed by the coding rules of McMellon and Long (2006) and Uribe et al. (2015) during the first month after the earthquake (May 13–June 12, 2008)
| Types | Percentage |
|---|---|
| Image | 13.8 |
| Participation | 8.6 |
| Informative | 5.2 |
| Company capability | 4.3 |
| Fundraising promotion | 0.0 |
| Patriotic | 0.0 |
| Mixed | 9.5 |
| Gratitude | 0.0 |
| Commercials alluding to the disaster | 58.6 |
| Others | 0.0 |
| Sample | 116 |
| Types | Percentage |
|---|---|
| Image | 13.8 |
| Participation | 8.6 |
| Informative | 5.2 |
| Company capability | 4.3 |
| Fundraising promotion | 0.0 |
| Patriotic | 0.0 |
| Mixed | 9.5 |
| Gratitude | 0.0 |
| Commercials alluding to the disaster | 58.6 |
| Others | 0.0 |
| Sample | 116 |
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