CRISIS COMMUNICATION OF GLOBAL BRANDS ON SOCIAL NETWORKS DURING THE COVID-19 PANDEMIC
DOI:
https://doi.org/10.24867/13GI14SarenacKeywords:
Crisis communication, COVID-19, brand communicationAbstract
The subject of this paper is the crisis communication of global brands during the pandemic caused by the corona virus COVID-19. In a broader sense, the aim of this master's thesis is to analyze crisis strategies and approaches on social networks that global brands applied during the coronavirus crisis. In a narrower sense, the purpose of this research is, on the one hand, to analyze visual media strategies through social networks that global brands use to communicate, persuade and raise awareness among the population, as well as to explore their characteristics. On the other hand, showing the adaptation of brands to the commercial context of COVID-19.
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[2] C. S.M., C. A.H. and B. G.M, Odnosi s javnošću (Effective Public relations), Zagreb: MATE d.o.o, 2003.
[3] C. W.T., “The protective powers of crisis response strategies.,” Journal of Promotion Management, no. 12, pp. 241-260, 2006.
[4] B. P., “Crisis communication and public relations,” MEDIANALI - International scientific journal of media, journalism, mass communication, public relations, culture and society, vol. Vol.4, no. 7, pp. 139-154, 2010.
[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.
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Published
2021-08-01
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Section
Industrial Engineering and Management
