Hyppää sisältöön
    • Suomeksi
    • På svenska
    • In English
  • Suomi
  • Svenska
  • English
  • Kirjaudu
Hakuohjeet
JavaScript is disabled for your browser. Some features of this site may not work without it.
Näytä viite 
  •   Ammattikorkeakoulut
  • Haaga-Helia ammattikorkeakoulu
  • Opinnäytetyöt (Avoin kokoelma)
  • Näytä viite
  •   Ammattikorkeakoulut
  • Haaga-Helia ammattikorkeakoulu
  • Opinnäytetyöt (Avoin kokoelma)
  • Näytä viite

Negative comments and brand hate on public sector’s corporate and official social media profiles: incidence, employees’ expectations and recommendations

Perez Molina, Irene (2021)

Avaa tiedosto
The thesis (3.753Mt)
Lataukset: 


Perez Molina, Irene
2021
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Näytä kaikki kuvailutiedot
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021060714744
Tiivistelmä
This portfolio thesis aims to explore brand hate on public sector’s official social media. It consists of essays and qualitative research findings as well as development ideas and recommendations for organizations dealing with brand hate.

Chapter 2 is a literature review about corporate communications, reputation and trust, public opinion and their management in the context of digital marketing and social marketing.

Chapter 3 is a literature review of stakeholder communications examining the theory behind stakeholder communication, management and prioritizing as well as dialogic and customer centric relations. Chapter 4 offers a review of crisis management in the context of online reputational crises, crisis communications theory, abuse and hate speech in social media.

Chapter 5 offers a qualitative research about the topic of brand hate on public sector’s official social media profiles in Finland and Spain. It contains an exposition of the research methodology and methods and presents the most remarkable figures and findings. The research questions are “What type of negative comments and brand hate are directed towards official social media accounts of public organizations?”; “How do those affect the daily life and work of the employees in charge of those accounts?”; and “How can organizations support employees in managing negative comments and hate speech?”.

Chapter 6 offers recommendations and a Social Media Brand Hate Scorecard, as the development part of the thesis. The recommendations were gathered from the theory and the empirical part where the findings suggest that most employees face personal attacks and hate speech, more than half are upset as a result of such encounters, and they expect to be supported by their peers and superiors when dealing with the situation.
Kokoelmat
  • Opinnäytetyöt (Avoin kokoelma)
Ammattikorkeakoulujen opinnäytetyöt ja julkaisut
Yhteydenotto | Tietoa käyttöoikeuksista | Tietosuojailmoitus | Saavutettavuusseloste
 

Selaa kokoelmaa

NimekkeetTekijätJulkaisuajatKoulutusalatAsiasanatUusimmatKokoelmat

Henkilökunnalle

Ammattikorkeakoulujen opinnäytetyöt ja julkaisut
Yhteydenotto | Tietoa käyttöoikeuksista | Tietosuojailmoitus | Saavutettavuusseloste