KEY FACTORS THAT INFLUENCE THE ONLINE COMMUNICATION STRATEGY OF ROMANIAN BRANDS

被引：0

作者：

Ion, Madalina Teodora ^{[1
]}

Cismaru, Diana-Maria ^{[1
]}

机构：

[1] Natl Univ Polit Studies & Publ Adm, 30A Expozitiei Blvd,Sect 1, Bucharest 012104, Romania

来源：

STRATEGICA: CHALLENGING THE STATUS QUO IN MANAGEMENT AND ECONOMICS | 2018年

关键词：

communication strategy; social factors; organizational factors; online channels; cultural influence; Romanian brands; PUBLIC-RELATIONS;

D O I：

暂无

中图分类号：

F0 [经济学]; F1 [世界各国经济概况、经济史、经济地理]; C [社会科学总论];

学科分类号：

0201 ; 020105 ; 03 ; 0303 ;

摘要：

Organizations are focused to constantly change their communication strategy in order to be in trend with the social and technological development. The pressure to be up to date, innovative and presenting something new every time are engaging with their public is even bigger in online communication. This study takes a close look at organizational and social factors that influence online communication strategy in Romania. Qualitative analysis was conducted based on 10 communication briefs from 10 different brands whose daily activities are based in Romania. By coding relevant quotations from the documents analyzed we have identified which are the organizational factors and which are the social factors that influence online communication strategy of brands that are part of multinational corporations in Romania. New routes of development in practice have been identified as well as new areas for research.

引用

页码：923 / 932

页数：10

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