Title: 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 completely new approach to crisis communication of a company. The author of this diploma thesis analyzes six case studies of international companies which faced different types of social media crisis. The objective is to find out how social media contributed to the development of crises and reveal the constant patterns of crisis communication both in cases of success and failure. Findings provide an insight of social media crisis nature and systematize the principles of successful crisis communication in social media, which will be helpful for practitioners in this field.
Publication Year: 2015
Publication Date: 2015-01-01
Language: en
Type: dissertation
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