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Corporate vs. non-profit social media guidelines: an empirical evaluation (CROSBI ID 620188)

Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija

Fudurić, Morana Corporate vs. non-profit social media guidelines: an empirical evaluation // Digital Publics: New Generation, New Media, New Rules PROCEEDINGS OF THE 21TH INTERNATIONAL PUBLIC RELATIONS RESEARCH SYMPOSIUM BLEDCOM / Verčič, D. ; Tkalac Verčič, A. ; Sriramesh, K., White, J. (ur.). Ljubljana: Univerza v Ljubljani, 2015. str. 38-47

Podaci o odgovornosti

Fudurić, Morana

engleski

Corporate vs. non-profit social media guidelines: an empirical evaluation

The purpose of this paper is to explore the main characteristics of social media guidelines (SMG) of profit and nonprofit organizations and determine whether organizations communicate these guidelines effectively to employees and volunteers. We use content analysis to analyze fifty social media guidelines based on a framework formerly used to assess business documents and ethical codes. The results indicate the majority of guidelines received average scores, which implies they barely manage to stimulate change, direct action, provide facts or emphasize the importance of building trust. From a practical perspective, this research provides marketing professionals with a framework to analyze the organizations' SMGs to reveal gaps, point to opportunities for improvement or take the findings into account when developing new guidelines.

social media guidelines; CVF; nonprofit; corporate

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Podaci o prilogu

38-47.

2015.

objavljeno

Podaci o matičnoj publikaciji

Digital Publics: New Generation, New Media, New Rules PROCEEDINGS OF THE 21TH INTERNATIONAL PUBLIC RELATIONS RESEARCH SYMPOSIUM BLEDCOM

Verčič, D. ; Tkalac Verčič, A. ; Sriramesh, K., White, J.

Ljubljana: Univerza v Ljubljani

978-961-235-726-9

Podaci o skupu

Nepoznat skup

predavanje

29.02.1904-29.02.2096

Povezanost rada

Ekonomija