This thesis deals with the use of social media in marketing and corporate communication. The theoretical part focuses on the reasons why users use social media and why they are connecting with brands and presents the most important social media platforms on the Czech market and their marketing potential. The practical part is focused on the analysis of the use of social media by Czech beer brands using analytical tool Socialbakers Analytics. Following is a comparison of corporate communication of a major world brewing company. The final part of the thesis evaluates a conducted online survey focused on the use of social media by Czech users and their approach to the possibility of encountering the corporate communication of Plzeňský Prazdroj on social media platforms. The conclusion contains recommendations on channels and topics used in corporate communications on social media channels of this Czech brewing company.

The dissertation deals with the issue of the corporate identity of the Academy of Sciences of the CR (ASCR). Through secondary and primary qualitative and quantitative research projects, the corporate identity of the ASCR is analysed in the internal and external milieus of the institution, in the European Area generally and also in comparison with Great Britain. The main aim of the dissertation is the proposal of a model of the corporate identity of the Academy of Sciences of the Czech Republic with a focus on the area of science popularisation and communication, namely for the purpose of improving the image of the ASCR and increasing the awareness of the general beneficial effect of science and research among the lay and specialised public in the Czech Republic. The proposal of the model is elaborated on its theoretical bases utilising background materials arising from the research projects conducted. The enrichment of the Czech scientific milieu by a deeper view into the general issue and an investigation of corporate identity in the CR and globally can be considered as the contribution of the dissertation in the area of the theory of marketing. The theoretical contribution of the work is also the proposal of a model of corporate identity for the ASCR and the other scientific-research institutions with a similar focus. The practical contribution of the dissertation is the possible utilisation of the proposed model of the corporate identity of the ASCR at the Academy of Sciences of the CR, at the scientific workplaces of the ASCR and at the other scientific-research institutions of a similar focus in the CR and around the world.

In recent years nearly every aspect of how we function as a society has transformed from analogue to digital. This has spurred extraordinary change and acted as a catalyst for technology innovation, as well as big data generation. Big data is characterized by its constantly growing volume, wide variety, high velocity, and powerful veracity. With the emergence of COVID-19, the global pandemic has demonstrated the profound impact, and often dangerous consequences, when communicating health information derived from data. Healthcare companies have access to enormous data assets, yet communicating information from their data sources is complex as they also operate in one of the most highly regulated business environments where data privacy and legal requirements vary significantly from one country to another. The purpose of this study is to understand how global healthcare companies communicate information derived from data to their internal and external audiences. The research proposes a model for how marketing communications, public relations, and internal communications practitioners can address the challenges of utilizing data in communications in order to advance organizational priorities and achieve business goals. The conceptual framework is based on a closed-loop communication flow and includes an encoding process specialized for incorporating big data into communications. The results of the findings reveal tactical communication strategies, as well as organizational and managerial practices that can position practitioners best for communicating big data. The study concludes by proposing recommendations for future research, particularly from interdisciplinary scholars, to address the research gaps.

In current turbulent times, sustainable relationships hinge on the mutual understanding created by a clear communication strategy between a business unit and its stakeholders. The purpose of this research was to develop a corporate communication strategy model for the University of Pretoria Centre for Sustainable Malaria Control (UP CSMC). Purposive sample testing was conducted to determine the stakeholder perceptions of the main variables of this study, being: communication management, social media, stakeholder relationships and the corporate communication strategy. Objectives were achieved, the hypotheses stated duly tested and the results applied towards the development of a conceptual framework for a more formal and sustainable corporate communication strategy with a specific focus on communication about science related matters. This study contributes to effective stakeholder communication between the organisation and its stakeholders through the introduction of communication mediums like social media and traditional media. This research proposes a corporate communication strategy with integrated social media platforms, which helps organisations manage the relationships with their stakeholders. It suggests that when communicating about science, the UP CSMC should aim to communicate through different forms of interpersonal communication such as one-on-one engagements, events, seminars, exhibitions and other presentations. The Centre's corporate communication strategy should also include objectives to improve communication about science through interpersonal communication with stakeholders. The new model proposes concepts that focus on an analysis of the environment, identification of strategic issues, development of communication hierarchy, communicating an effective communication strategy, developing a strategic communication plan and monitoring complete embedment. The new proposed model is founded on an empirical study that comprises a descriptive study based on 45 developed questionnaires developed specifically for this study and answered by stakeholders of the UP CSMC. The standard corporate communication model presented by Steyn and Puth (2000) was analysed, evaluated and tailored to fit the organisation's requirements. The proposed model developed in this study includes critical components relevant to the establishment and maintenance of sustainable relationships and can be adopted by any organisation with similar communication challenges as covered in this study. / Dissertation (MCom)--University of Pretoria, 2016. / Communication Management / MCom / Unrestricted

The purpose of this study is to test the general belief that CSR leads to positive attitudes toward a brand and results in an increase in consumers' purchase intentions on the basis of the Affect Transfer Hypothesis (ATH). This study replicates and extends previous research by examining the effect of consumers' persuasion knowledge, based on the Persuasion Knowledge Model (PKM), as one variable that can affect consumers' attitudes toward CSR initiatives and brands. A post-test only experiment was conducted using stimulus materials derived from Starbuck Coffee Company. Four of the stimulus materials containing CSR messages corresponded with four CSR initiative types identified by Kotler and Lee (2005), and one contains no message related CSR. This study indicates supports for the belief of positive relationships among attitude toward CSR, attitude toward brand, and purchase intention, regardless of the type of CSR initiative. In regard to types of CSR initiatives, only attitude toward CSR was influenced by CSR initiatives. Also, the results indicate that corporate philanthropy produced the most positive attitude among the types of CSR. However, when it comes to consumer's persuasion knowledge, the results are slightly different. Although there is not enough evidence to conclude that people use different levels of persuasion knowledge with different types of CSR, persuasion knowledge influences attitude toward CSR and attitude toward brand, and these relationships are negative. In addition, the study found that corporate volunteering appeared to be the most favorable type of CSR initiative when considering with persuasion knowledge. Finally, the study did not find an interaction effect between CSR initiative type and persuasion knowledge.

Dans une recherche-action menée au sein de La Poste, nous problématisons le rôle d’une « communication organisante » dans la prévention des risques psychosociaux liés à un changement : « l’acculturation au numérique ». Dans cette thèse, nous revenons sur les différentes transformations opérées au sein de La Poste depuis sa création, et nous nous intéressons au rôle de la communication dans l’accompagnement de ces dernières, plus particulièrement avec le « Grand Dialogue » se présentant comme « une démarche inédite en faveur du bien-être au travail ». A l’issue de nos recherches, il apparaît qu’une majorité des collaborateurs n’est pas en difficulté dans ses usages du numérique, compte tenu des actions d’accompagnement à l’acculturation mises en place par la direction de la communication, grâce à ses différentes innovations. La communication des organisations se révèle donc être un facteur de protection des RPS de cette « acculturation au numérique », et vient par là même questionner son rôle en tant que contributrice de la citoyenneté. En effet, cet engouement des postiers pour les technologies numériques semble révéler que leur usage devient une nécessité pour tous et trouve une utilité au-delà de l’entreprise, dans leur vie quotidienne. Par ailleurs, la recherche-action vient mettre en lumière les enjeux mais aussi les limites de la prévention des RPS au sein de l’organisation, pour l’ensemble des collaborateurs, y compris pour les assistants sociaux. Ainsi, découvrons-nous comment ces collaborateurs atypiques mettent en place des stratégies d’usage des technologies numériques pour palier à une organisation et à des pratiques communicationnelles jusque-là frustrantes. / This text deals with digital literacy at the French Post Office Company. As the firm worried about stress at work, a “Grand dialogue” was organized to estimate this level and take actions against it. At the same time, using this corporate communication, the company settled the “Lean management” to change the organization. On this occasion, that was an opportunity for a social worker to join a working group and study with an action-research the consequences for workers on their mental suffering.Besides after considering the links between psychological risks and digital literacy, he showed that it was not true for the postal workers. Indeed the actions that had been put in place in the company were effective help and much more, that the communication of organisations is a protection against psychological risks and social exclusion.However the action-research shows that the social workers were actually suffering from psychological risks and then they had set up strategies by using technologies to get better.

Este estudio propone determinar el rol de la comunicación corporativa en los laboratorios de innovación de empresas que forman parte de una corporación peruana. Para este propósito se realizó una investigación cualitativa intencional a través de seis entrevistas, a fin de identificar la relevancia y funcionalidad de la comunicación en todas las fases de implementación y crecimiento de los laboratorios de innovación y determinar el rol que cumple la comunicación corporativa en estos laboratorios frente a la corporación a la que pertenecen. Si bien hasta ahora no se han realizado estudios en la línea de investigación del rol de la comunicación corporativa en los laboratorios de innovación en el Perú, como primer aporte los resultados de este trabajo muestran que los líderes de los laboratorios de innovación reconocen la importancia de la comunicación, pero es incipiente el rol de la comunicación corporativa en los laboratorios de innovación considerados en esta investigación. / This study proposes to determine the role of corporate communication in the innovation laboratories of companies that are part of a Peruvian corporation. For this purpose, a qualitative investigation was carried out through six semi-structured interviews, in order to identify the relevance and functionality of communication in all phases of implementation and growth of innovation laboratories and identify the role of corporate communication in these laboratories in front of the corporation to which they belong. Although no studies have been carried out so far in the line of research on the role of corporate communication in innovation laboratories in Perú, as a first contribution the results of this work show that the leaders of innovation laboratories recognize the importance of communication, but the role of corporate communication in innovation laboratories considered in this work is incipient. / Tesis

Die externe Unternehmenskommunikation über das Medium Corporate Blog stellt einen relevanten, aber zu Teilen noch recht unerforschten Bereich der Social Media Kommunikation dar. Um eine gelingende Unternehmenskommunikation über Corporate Blogs zu fördern und eine Reflexionsbasis für die Kommunikationsverantwortlichen bereitzustellen, wird in der Arbeit die Forschungsfrage gestellt: „Wie gestaltet sich der Managementprozess externer Unternehmenskommunikation über Corporate Blogs, aus der Sicht der beteiligten Unternehmensakteure?“. Das Forschungsziel liegt in einer qualitativen, facettenreichen Rekonstruktion des Managementprozesses, aus Sicht der beteiligten Unternehmensakteure. Die Beschreibung der sozialen Praxis soll es ermöglichen, den Prozess in seiner Funktionsweise und seinen interdependenten Beziehungen zwischen Struktur und Handlung zu verstehen. Im Rahmen von 22 Fallstudien konnte der Prozess rekonstruiert und durch die Ausführungen der Unternehmensakteure erklärt werden. Die Ergebnisse zeigen, dass die Prozessphasen variabel und situationsspezifisch ablaufen und gestaltet werden müssen. Insbesondere die Gestaltung der Faktoren Aufmerksamkeit, Veröffentlichungsintervall und die Kommunikationskultur des Unternehmens sind elementar, um den Prozess zum Gelingen zu führen.

This thesis is an investigation on the corporate identity of the firm SSAB from a managerial viewpoint (1), the company communication through press releases (2), and the image of the company as portrayed in news press articles (3). The managerial view of the corporate identity is researched through interviews with a communication manager of SSAB (1), the corporate communication is researched through press releases from the company (2) and the image is researched in news press articles (3). The results have been deducted using content analysis. The three dimensions are compared in order to see if the topics are coherent. This work builds on earlier research in corporate identity and image research, stakeholder theory, corporate communication and media reputation theory. This is interesting to research as the image of the company framed by the media affects, among other things, the possibility for the company to attract new talent and employees. If there are different stories, or topics, told in the three dimensions then the future employees may not share the view of the company with the managers in it. The analysis show that there is a discrepancy between the topics on the three dimensions, both between the corporate identity and the communication through press releases, as well as between the communication through press releases and the image in news press articles.

I Sverige ökar antalet nyanlända människor som ska etablera sig i det svenska samhället. Sysselsättning och deltagande på den svenska arbetsmarknaden har visat sig vara grundläggande för att integrering av nyanlända ska ske så snabbt som möjligt. Samtidigt är Arbetsförmedlingen en av de allra första myndigheterna som en nyanländ möter i Sverige. Studien har därmed avsett att undersöka Arbetsförmedlingens interkulturella kommunikationsarbete med syfte att bringa klarhet kring hur en svensk myndighet arbetar gentemot dess multikulturella befolkning. Myndighetens kommunikationsarbete har studerats utifrån begreppet interkulturell kommunikation inom organisationer och studien bygger på fem stycken semistrukturerade intervjuer och en gruppintervju med anställda vid Arbetsförmedlingen.     Resultatet av studien visar att myndigheten i högsta grad arbetar med interkulturell kommunikation gentemot deras nyanlända medborgare, samtidigt som många hinder försvårar myndighetens kommunikationsarbete. Språket är den främsta svårigheten, där tolkens roll blir oerhört viktig och antingen hjälper eller stjälper kommunikationen. Samtidigt bidrar många andra orsaker, så som svagt förtroende för myndigheter, traumatiserade människor eller bristande resurser till att myndigheten inte kan utföra sitt kommunikativa arbete på bästa sätt. / In Sweden, the numbers of immigrants are constantly increasing. Participation at the Swedish labour market is crucial when it comes to a successful establishment for the newcomers. Arbetsförmedlingen (the Swedish labour authority), is also one of the first authorities a newcomer encounters once in Sweden. With this in consideration, this study was designed to investigate the intercultural communication work at Arbetsförmedlingen with the aim to bring clarity around how a Swedish authority works toward its growing multicultural population. We have studied Arbetsförmedlingens communicational work based on the concept of intercultural communication within organizations. The study is based on four semi-structured interviews and one group interview with employees at Arbetsförmedlingen.   The result of the study shows that the government authority works with intercultural communication towards their newcomers on a high level but obstacles in the intercultural communication hamper the communicational efforts. Language barriers are seen as the main difficulty, and the interpreter’s role becomes extremely important and can either help or hinder the communication. At the same time, many other difficulties are contributing to communicational problems for the authority. Lack of trust in authorities, traumatized people and lack of resources hinders the authority to achieve a truly good intercultural communication.