The online crisis communication of beauty brands
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | beauty brands communication online communication theory risk management stakeholders |
| Online Access: | http://dolgozattar.uni-bge.hu/39325 |
| Kivonat: | Crisis communication is needed when something critical happens, that can taint the image of a corporation. These crises can range from natural disasters to faulty product lines. In recent years, the relevance of online platforms gained importance for companies when conducting crisis communication. These platforms give users space to share their interests and comment on topics deemed interesting for the individuals. These information-sharing platforms are collectively called social media sites. Ever since the popularisation of said sites, companies changed the way they communicate with their consumer base, including their crisis communication.This research aims to uncover the way beauty companies communicate with its stakeholder bases on the online platforms and the significance of social media sites when conducting crisis communication. Observing the ever changing beauty related trends on these platforms help organisations to prepare for future emergencies. The different stakeholders arising shape the crisis management process of companies in different ways. The research focuses on the consumer-based crisis communication and how it differentiates from the traditional, company-based communication management, and how the online platforms help the change within the communication structure. The research mainly looks into the online crisis management of beauty brands and the need for a successful crisis communication within the industry through analysing previous crisis communication of beauty brands and empirical research to look into the demands of modern consumers regarding an effective crisis situation. |
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