Selected Essays on Corporate Reputation and Social Media
Selected Essays on Corporate Reputation and Social Media

Author: Markus Kick

Publisher: Springer

Published: 2015-02-19

Total Pages: 196

ISBN-13: 3658088370

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​In four empirical studies, this cumulative work provides valuable insights for marketing executives of statutory health insurance funds and social media responsible. Paper I and II provide evidence about the importance and interplay of price and corporate reputation on the market of statutory health insurance. The second part changes perspective to corporate communication issues in the social media environment. By introducing the “social media brand value chain” paper III conducts a literature review of state of the art social media research. By means of a field experiment on Facebook, paper IV shows that brands do not necessarily have to communicate via their brand fan pages in a highly interactive and vivid way to positively influence attitudinal measures among their fan base.

Digital Communication and Media Linguistics
Digital Communication and Media Linguistics

Author: Aleksandra Gnach

Publisher: Cambridge University Press

Published: 2022-12-29

Total Pages: 327

ISBN-13: 1108803601

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This textbook offers an interdisciplinary, comprehensive and state-of-the-art overview of the media linguistics approaches to explain and understand digital communication and multimodality. Linking the fields of communication studies, applied linguistics and journalism, it grounds communication practices in a deep understanding of the social and societal implications of language use in digital media. The tools to analyse multimodal texts are analysed in light of the advantages and constraints that different communication modes pose, both individually and in combination. Aimed at upper level undergraduates and graduates in applied linguistics, communication and media studies, including journalism and PR, this textbook contains case studies and professional examples highlighting the interplay between language use and digital communication and encouraging the reader to reflect on the themes covered, and put the acquired knowledge into practice. Online resources for students include videos, writing techniques, a guide to multimodal texts analysis, additional case studies and a glossary.

Selected Essays on Corporate Reputation and Social Media
Selected Essays on Corporate Reputation and Social Media

Author: Markus Kick

Publisher:

Published: 2015

Total Pages:

ISBN-13: 9783658088385

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In four empirical studies, this cumulative work provides valuable insights for marketing executives of statutory health insurance funds and social media responsible. Paper I and II provide evidence about the importance and interplay of price and corporate reputation on the market of statutory health insurance. The second part changes perspective to corporate communication issues in the social media environment. By introducing the "social media brand value chain" paper III conducts a literature review of state of the art social media research. By means of a field experiment on Facebook, paper IV shows that brands do not necessarily have to communicate via their brand fan pages in a highly interactive and vivid way to positively influence attitudinal measures among their fan base. Contents The Effect of Corporate Reputation on Health Insurance Choices in a Public-Policy-Shaped Environment of Premium Equality The Effects of Additional Contributions on Statutory Health Insurance Choices in Germany Social Media Effects along the Value Chain - A Narrative Review Corporate Brand Posts on Facebook - The Role of Interactivity, Vividness, and Involvement Target Groups Researchers & students of general- & health management, marketing, and social media Professionals of marketing, web agencies, and statutory health insurance funds The Author Dr. Markus Kick received his degree at the Institute for Market-based Management under supervision of Prof. Dr. Manfred Schwaiger at LMU Munich.

Corporate Reputation and the News Media
Corporate Reputation and the News Media

Author: Craig Carroll

Publisher: Routledge

Published: 2010-09

Total Pages: 481

ISBN-13: 1135252440

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This volume examines agenda-setting theory as it applies to the news media’s influence on corporate reputation. It presents interdisciplinary, international, and empirical investigations examining the relationship between corporate reputation and the news media throughout the world. Providing coverage of more than twenty-five countries, and incorporating scholarship from a broad range of disciplines (including advertising, strategic management, business, political communication, et al), this volume has much to offer scholars and students examining business and the news media.

Online Political Communication
Online Political Communication

Author: Gianluca Giansante

Publisher: Springer

Published: 2015-05-22

Total Pages: 199

ISBN-13: 331917617X

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This book provides research findings and practical information on online communication strategies in politics. Based on communication research and real-world political-campaign experience, the author examines how to use the Web and social media to create public visibility, build trust and consensus and boost political participation. It offers a useful guide for practitioners working in the political arena, as well as for those managing communication projects in institutions or companies.

Advocacy and Organizational Engagement
Advocacy and Organizational Engagement

Author: Lukasz M. Bochenek

Publisher: Emerald Group Publishing

Published: 2019-10-11

Total Pages: 166

ISBN-13: 1789734398

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In providing a comprehensive overview on how to design and execute effective advocacy strategies for organizations, this book challenges the way communications used to be managed. Instead it proposes and provides tools for multilateral advocacy, where multiple actors and institutions cooperate, as a driver for corporate decisions.

Handbook on Digital Corporate Communication
Handbook on Digital Corporate Communication

Author: Vilma Luoma-aho

Publisher: Edward Elgar Publishing

Published: 2023-05-09

Total Pages: 483

ISBN-13: 1802201963

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This comprehensive Handbook offers an extensive overview of current knowledge of corporate communication from a digital perspective. It provides a state-of-the-art view of the ubiquitous impact, both positive and negative, of digital technologies and digitalisation processes on corporate communication.

Social Media Strategy
Social Media Strategy

Author: Julie Atherton

Publisher: Kogan Page Publishers

Published: 2023-10-03

Total Pages: 297

ISBN-13: 1398610003

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Social media marketing is no longer optional. This book unpacks the winning formula for effective social media marketing complete with comprehensive updates and latest developments. Integrated marketing and PR strategies are a requirement for all businesses but with the explosion of social media and content marketing many organizations still struggle to know which channels to invest in and how to maximize their impact. Social Media Strategy gives clear guidance with a simple structured approach to executing campaigns that work. It provides a blueprint for planning, delivering and measuring social media's contribution to your business through: - Identifying and targeting audience segments - Maximizing social search - Enhanced reputation management - Managing a diversified influencer portfolio - Selecting the right channels for organic and paid social - Creating a process and structure to improve efficiencies - Using appropriate technology including AI With explanations of best-practice tools and practical downloadable templates, this new edition includes new and updated interviews and case studies from industry leaders, influencers and brands including TUI, Greggs, Lego, Ryan Air, National Geographic and others. Social Media Strategy delivers a long-term solution for maximizing social media-led business development.

Organizations and the Media
Organizations and the Media

Author: Josef Pallas

Publisher: Routledge

Published: 2014-07-17

Total Pages: 281

ISBN-13: 1135081646

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The relationship between media and the organizations they cover has changed dramatically in the last few decades, which have witnessed a huge expansion of news coverage focusing on different types of organizations and their activities. In parallel, organizations have dramatically increased their investment in public relations and other media-oriented forms of communication. Like other societal developments – globalization, marketization, individualization, scientification – mediatization has become an institutional force. This book analyses the mediatization of contemporary organizations and how individual organizations, industry or markets are scrutinized. It examines its key influence on the actions of organizations, and how it shaptes the entire landscape in which the organizations operate. What such a perspective provides is the accentuation of the interplay between organizations and different parts of the society as embedded in the media and its logic. This will be essential reading for professionals, academics and advanced students in organizational studies, public relations and media studies.

Consumer Culture, Branding and Identity in the New Russia
Consumer Culture, Branding and Identity in the New Russia

Author: Graham H.J. Roberts

Publisher: Routledge

Published: 2016-04-14

Total Pages: 212

ISBN-13: 1317936329

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As shopping has been transformed from a chore into a major source of hedonistic pleasure, a specifically Russian consumer culture has begun to emerge that is unlike any other. This book examines the many different facets of consumption in today’s Russia, including retailing, advertising and social networking. Throughout, emphasis is placed on the inherently visual - not to say spectacular - nature both of consumption generally, and of Russian consumer culture in particular. Particular attention is paid to the ways in which brands, both Russian and foreign, construct categories of identity in order to claim legitimacy for themselves. What emerges is a fascinating picture of how consumer culture is being reinvented in Russia today, in a society which has one, nostalgic eye turned towards the past, and the other, utopian eye, set firmly on the future. Borrowing concepts from both marketing and cultural studies, the approach throughout is interdisciplinary, and will be of considerable interest, to researchers, students and practitioners wishing to gain invaluable insights into one of the most lucrative, and exciting, of today’s emerging markets.