Author(s): Silva, Andreia ; Teixeira, Sandrina ; Rodrigues, Maria Antónia ; Remondes, Jorge
Date: 2022
Origin: International Journal of Marketing, Communication and New Media
Document details
Marketing in the Context of COVID-19
Description
The current context has revealed the weaknesses of the contemporary world in several areas, but, above all, it has again emphasized the vulnerabilities of personalities, governments, parties, companies and organizations concerning the management of crisis communication and how you deal with risk (Jong, 2020, 2021), failure and the unexpected (McGuire, Cunningham, Reynolds, & Matthews-Smith, 2020).Inevitably, social networks have come to accelerate dissemination and, as a result, image and reputation become sensitive elements of an ecosystem that requires parsimony when it comes to matching stakeholder expectations (Coombs, 2007; Coombs & Holladay, 2010). This new world requires strategy when communicating about human and property losses, but also aims to avoid credibility breakdowns and disastrous damage to notoriety and reputation (Mocho, 2021)(...)DOI: https://doi.org/10.54663/2182-9306.2022.sn11.1-4
Document Type
Journal article
Language English
Language English
