New types of media and its influence on corporate communication – Ing. Katsiaryna Asipenka
Ing. Katsiaryna Asipenka
Master's thesis
New types of media and its influence on corporate communication
New types of media and its influence on corporate communication
Abstract:
Nowadays social media is a subject of great interest for various disciplines, including marketing and communication studies. While most authors examine the benefits of new platforms for businesses, this diploma thesis intends to show the challenges that new technologies pose to organizations. The main goal is to prove that social media can create a real threat to corporate reputation and requires a …moreKeywords
Social media corporate communication social media crisis new media crisis communication stakeholders image identity corporate reputation communication channels social media platforms Twitter Facebook YouTube blog misuse of social media customer complains social media challenge case study analysis La Redoute American Apparel Dell United Airlines Greenpeace Nestlé H& M users’ reactions case study method qualitative content analysis cross-case analysis social media campaign crisis communication strategies crisis response transparency social media engagement.
Language used: English
Date on which the thesis was submitted / produced: 16. 4. 2015
Identifier:
https://is.vsfs.cz/th/gdlxh/
Thesis defence
- Date of defence: 17. 6. 2015
- Supervisor: Ing. Jiří Šnajdar
- Reader: PhDr. Karel Eliáš, CSc.
Citation record
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Institution archiving the thesis and making it accessible: Vysoká škola finanční a správníUniversity of Finance and Administration
Master programme / field:
Economics and Management / Marketing Communication
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