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https://doi.org/10.47960/2831-0322.2023.1.27.73
THE IMPORTANCE OF SOCIAL MEDIA AS A COMMUNICATION CHANNEL OF CROATIAN BUSINESS ORGANIZATIONS IN CRISIS
Žanina Žigo
Sažetak
Based on Croatian and foreign literature, as well as a longitudinal study conducted in 2015 and 2021, this article explores the importance of social media as a communication channel used by Croatian business organizations in crisis situations and their most common reasons for publishing in social media. The findings of the literature review demonstrate the usefulness of social media, in addition to existing communication channels, for business organizations in assessing their environment, communicating quickly and directly with stakeholders during a crisis event and restoring their reputation after the crisis ends. However, they are only a part of the existing capacities that can be used in business and, as such, certainly should not be left out. The results of the questionnaire point to three conclusions. First, all major Croatian business organizations have adopted social media as a means of corporate communication as they all have their official pages on at least one social network. Second, Croatian business organizations use social media mostly to promote their company, products or services and for two-way communication, and almost 65 % of them have social media programmes. The third conclusion is that in crisis communications, only 26.47 % of business organizations use their own social networks to communicate during a crisis, which leads to the conclusion that social networks are integrated into corporate communication plans, but not as much into their crisis communication plans.
Ključne riječi
social media; crisis; social media programme; business organizations; public relations
Hrčak ID:
306287
URI
Datum izdavanja:
13.7.2023.
Posjeta: 1.055 *