Komunikacija u krizi putem društvenih mreža

master's thesis

• Title (english): Communication in crisis through social networks
• Author: Sabina Palić
• Mentor: Davor Labaš (mentor)
• Committee member: Nidžara Osmanagić Bedenik (predsjednik povjerenstva)
• Committee member: Martina Sopta (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2016-07-14, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

U samo nekoliko godina društvene mreže postale su svjetski trend te su na taj način pronašle svoje mjesto i u poslovanju mnogih poduzeća. Zbog komunikacije s korisnicima, oglašavanja i unaprjeđenja brenda, brojna poduzeća su prepoznala prednosti korištenja društvenih mreža kao alat za komuniciranje u kriznim situacijama. Predmet rada je uvid u koncepte i analiza komunikacije u krizi putem društvenih mreža. U ovome diplomskom radu analizirala se stručna i znanstvena literatura i prikazale spoznaje iz područja kriznog menadžmenta, poslovnih kriza, društvenih mreža i krizne komunikacije te istražila uloga i utjecaj društvenih mreža na poslovanje poduzeća. Pritom se posebice promatrala tematika komunikacije u krizi putem društvenih mreža, koncepti odgovora i proces primjene strategija komuniciranja u poslovnoj krizi putem društvenih mreža. Navedeno se dodatno analiziralo na temelju studija slučaja krizne komunikacije putem društvenih mreža iz domaće i inozemne prakse na primjerima osječke „Saponie“, američkog dizajnerskog poduzeća „DKNY“ i američkog lanca maloprodaje „Whole Foods Market“, te je provedena usporedba studija slučaja s ciljem donošenja zaključaka i prijedloga smjernica za učinkovitu i uspješnu kriznu komunikaciju putem društvenih medija.

Abstract (english)

In just several years, social networks have become a worldwide trend, and accordingly social networks had found its place in many firms. Due to communication with its users, marketing and raising brand awareness, numerous firms have recognized the advantages of using social networks as a tool of crisis communication. This master's thesis provides insight into concepts and analysis of crisis communication through social networks. It analyses scientific and professional literature findings in the fields of crisis management, business crisis, social networks, and crisis communication, as well as explores the role and influence of social networks on firms. Special focus was on exploring crisis communication through social networks, its concepts and processes of using crisis communication strategies through social networks. The stated concepts were additionally analyzed through case studies of crisis communication through social networks in domestic and foreign practice on samples of Osijek's “Saponia“, US designer firm “DKNY“ and US supermarket chain “ Whole Foods Market“, where case studies comparison was conducted, with an aim of making conclusions and suggesting guidelines for efficient and successful crisis communication through social media.

• Keywords: komunikacija u krizi; društvene mreže; krizni menadžment; poslovna kriza
• Keywords (english): crisis communication; social networks; crisis management; business crisis
• Language: croatian
• URN:NBN: urn:nbn:hr:148:804093
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-12-09 14:20:05