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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
1

Kriskommunikation på Instagram : En kvalitativ studie av kriskommunikation på Instagram och dess påverkan på konsumenternas syn på skandaliserade företag

Habib, Dawid, Obradovic, Lidija January 2023 (has links)
Purpose: The purpose of the study is to deepen the understanding of how crisis communication on Instagram is conducted and how it influences consumers' perceptions of a company following a scandal. Method: This study is based on a qualitative research method. The findings in the study are derived from observations, semiotic analysis, and semi-structured interviews with nine different informants. Conclusion: Through Instagram, companies facing scandals actively address brand crises using detailed image posts that constitute their crisis communication. Their strategy is focused on responding to public criticism and demonstrating an understanding of the crisis's cause and their own responsibility. Through transparency and honesty in their communication, the company aims to rebuild trust and present themselves as credible and reliable in the eyes of consumers. The company's statements and actions are formulated to reshape their reputation and reduce negative attitudes among consumers. By means of the visual representation on Instagram, the company reinforces their message in a way that enhances consumers' trust and aids in reshaping their attitudes after the crisis has occurred.

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