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Social and Behavioral Sciences Commons™
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Full-Text Articles in Social and Behavioral Sciences
Strategizing Relationships 2.0: An Analysis Of International Companies' Use Of Social Media, Jessica Marie Brightman
Strategizing Relationships 2.0: An Analysis Of International Companies' Use Of Social Media, Jessica Marie Brightman
USF Tampa Graduate Theses and Dissertations
Because of technological advances and the blurring of boundaries, the world is becoming a global community. Global communications have made it essential for multinational corporations to develop and maintain a consistent worldwide identity and brand image. It is no longer possible to classify people into simple and stable segments of customers; the world is evolving and so is the population. The purpose of this research is to bridge the gap between the academic and professional world of international public relations by expanding the stream of literature and incorporating a global aspect. Within the last few years, social media has seen …
Communicating During An Organizational Crisis: Using Facebook As A Relationship Management Tool, Vjollca Hysenlika
Communicating During An Organizational Crisis: Using Facebook As A Relationship Management Tool, Vjollca Hysenlika
USF Tampa Graduate Theses and Dissertations
The purpose of this study was to determine how organizations communicate on Facebook during a crisis, from a relationship management perspective, and how their interactivity, responsiveness, and transparency affect their Fan page's relevance, importance, and appeal. In this study, the researcher conducted a controlled experiment to examine if a strategized Facebook Fan page that contained a high level of interaction, responsiveness, and transparency contributed to long-lasting relationships with fans or helped organizations recover/prevent a crisis. The researcher created eight different conditions (Facebook Fan Pages) presenting a crisis message, and recruited 200 students (25 participants per condition) from the University of …