Sökning: "Online Firestorm"
Hittade 2 uppsatser innehållade orden Online Firestorm.
1. Online firestorm: Hot eller möjlighet?
Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikationSammanfattning : 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
2. Because They Love You: An Analysis of the @BVG_Kampagne Twitter Feed
Magister-uppsats, Malmö universitet/Fakulteten för kultur och samhälle (KS)Sammanfattning : In this case study, I focus on Berlin’s BVG (public transport provider), who overcame asevere online firestorm in reaction to their marketing campaign centered around the slogan “Weil wir dich lieben “ (because we love you) in January 2015. Through a content analysis of the BVG’s Twitter feed in January 2015 (during the firestorm) and January 2016 (after the firestorm), I aim to determine how crisis communication strategies were employed by the BVG and what role humor played in their communication on Twitter. LÄS MER