Sökning: "online firestorm"

Hittade 2 uppsatser innehållade orden online firestorm.

  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

  3. 2. Because They Love You: An Analysis of the @BVG_Kampagne Twitter Feed

    Magister-uppsats, Malmö universitet/Fakulteten för kultur och samhälle (KS)

    Författare :Luisa Elena Falkenstein; [2019]
    Nyckelord :Content Analysis; Humor; Online Marketing; Crisis Communication; Twitter; Online Firestorm;

    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