Sökning: "Elsa glans"

Hittade 1 uppsats innehållade orden Elsa glans.

  1. 1. Online firestorm: Hot eller möjlighet?

    Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Elsa Glans; Julia Karlsson; [2020]
    Nyckelord :strategisk kommunikation; online firestorm; värderingsbaserad reklam; Hall; varumärkeskommunikation; kriskommunikation; sociala medier; Social Sciences;

    Sammanfattning : Existing research on online firestorms is usually based on the common assumpt- ion that the phenomenon poses a threat to brands, which at all costs need to be prevented, mitigated or eliminated. In this study we offer a different perspective of the preconceived notion of an online firestorm and argue that an online firestorm does not necessarily have to be counteracted, but rather can strengthen a brand. LÄS MER