New Types of Media and its Influence on the Corporate Communication

Bc. Ayoung Park

Master's thesis

Abstract:

This diploma thesis is dedicated to the impact of new media on corporate communication. The purpose of the research is to help a company to execute effective communication campaigns according to the suitable media plan depending on the target audience. Based on the conceptual models focusing on the elements of communication and media, the online survey is conducted to find out the position of media for each target group – customers, the public, employees, and external stakeholders. In this paper, it is written that communication process, types of communication, types of corporate communication, types of media and new media, the characteristics of media and the impact of new media on corporate communication.

Abstract:

This diploma thesis is dedicated to the impact of new media on corporate communication. The purpose of the research is to help a company to execute effective communication campaigns according to the suitable media plan depending on the target audience. Based on the conceptual models focusing on the elements of communication and media, the online survey is conducted to find out the position of media for each target group – customers, the public, employees, and external stakeholders. In this paper, it is written that communication process, types of communication, types of corporate communication, types of media and new media, the characteristics of media and the impact of new media on corporate communication.

Keywords

Communication, communication process, communication theory, communication model, public opinion, influencer, selective attention, persuasion, verbal communication, oral communication, written communication, nonverbal communication, visual communication, interpersonal communication, digital literacy, corporate communication, marketing communication, management communication, organization communication, integrated communication, target audience, accessibility, fidelity, effectiveness, efficiency, credibility, interactive-ness, media, types of media, multi-media, digital technology, Internet-based media, new media, e-mail, website, social media

Language used: English

Date on which the thesis was submitted / produced: 30. 4. 2019

Thesis defence

• Date of defence: 21. 6. 2019
• Supervisor: MSc Mirela Moldoveanu
• Reader: PhDr. Marie Koubová

University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication