KRIZNA KOMUNIKACIJA GLOBALNIH BRENDOVA NA DRUŠTVENIM MREŽAMA TOKOM PANDEMIJE COVID-19
Ključne reči:
krizna komunikacija, COVID-19, brend komunikacija
Apstrakt
Predmet ovog rada jeste krizna komunikacija globalnih brendova tokom pandemije izazvane korona virusom COVID-19. U širem smislu cilj ovog master rada jeste analiza kriznih strategija i pristupa na društvenim mrežama koje su globalni brendovi primenjivali u vrijeme krize korona virusa. U užem smislu svrha ovog istraživanja je, s jedne strane, analiziranje vizuelnih medijskih strategija putem društvenih mreža koje globalni brendovi koriste za komunikaciju, ubjeđivanje i podizanje svijesti među stanovništvom, kao i za istraživanje njihovih karakteristika. A s druge strane, prikazivanje prilagođavanja brendova komercijalnom kontekstu COVID-19.
Reference
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[3] C. W.T., “The protective powers of crisis response strategies.,” Journal of Promotion Management, no. 12, pp. 241-260, 2006.
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[5] H. Palmer, “"Will things ever be as easy as they once were? 5 theses on brand communication in the post-corona era",” [Online]. Available: https://www.palmerhargreaves.de/5-theses-post-corona-palmer-hargreaves.pdf. [Accessed 11 Decembar 2020].
[6] B. W. Ritchie, H. Dorrell, D. Miller and G. Miller, “"Crisis Communication and Recovery for the Tourism Industry",” Journal of Travel & Tourism Marketing, no. 15, pp. 199-216, 2004.
[7] Dekimpe, Mamik and Deleersnyder, “Business cycle research in marketing review and research agenda,” Journal of the Academy of Marketing Science, no. 46, pp. 31-58, 2018.
Objavljeno
2021-08-01
Sekcija
Industrijsko inženjerstvo i inženjerski menadžment
