Essays about: "strategisk kommunikation"

Showing result 16 - 20 of 240 essays containing the words strategisk kommunikation.

1. 16. Leveraging a Brand's Position on Opposition: An Exploratory Study of Mr Charlie's Communication to Position Itself in the Fast-Food Market

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Alice Ekeroth; [2023]
   Keywords : corporate branding; brand positioning; brand activism; anti-brand activism; brand communication; Social Sciences;

   Abstract : Brand activism has emerged as a prevalent phenomenon where brands engage in socio-political issues to differentiate themselves and build stakeholder resonance. Despite its growing prominence, research on brand activism is limited, particularly in relation to brand positioning. READ MORE

3. 17. From Coffee Breaks to Communication Breakthroughs : A Quantitative Study of a Fika Campaign: Shaping Strategic Communication in the Digital Age

   University essay from

   Author : Annie Elwin Segolsson; [2023]
   Keywords : Strategic communication; technology use; campaign effectiveness; demographic factors; Strategisk kommunikation; teknikanvändning; kampanj effektivitet; demografiska faktorer;

   Abstract : This research paper investigates the effectiveness of a campaign conducted by me and SJ to recruit new members on board trains, focusing on the interplay between strategic communication, demographic factors and technology use. With the increasing majority of online platforms and the pervasiveness of smartphones, the study recognizes the significance of mobile media and technologies like QR codes in shaping everyday experiences. READ MORE

4. 18. Defining Success: The PR Measurement Maze

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Ellen Thorell; Clara Bergström; [2023]
   Keywords : Public Relations; Measurement; Evaluation; Communication Logic; Agency-Client Relationship; Legitimacy; Social Sciences;

   Abstract : This study addresses how a lack of shared understanding of how PR contributes to organisational success creates a challenge in demonstrating the value of PR activities. The challenge lies in legitimising PR work, as its value is often viewed as difficult to measure and evaluate. READ MORE

5. 19. The Friend, the Influencer, the Lawyer: a Qualitative Case Study of IKEA’s Identity Expressions on Facebook

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Sara Fregert; [2023]
   Keywords : Organizational communication; Corporate identity; Organizational identity; Sensemaking; Impression management; Marketing; Social media; Identification; Social Sciences;

   Abstract : With the increased loss of control over the organizational identity (OrI) in social media, research has started to encourage organizations to hand over control of the OrI to the creation and distribution of stakeholders. This has created challenges for the strategic communicator in managing the OrI internally, as the employees adapt to the OrI in the mind of the stakeholder rather than the OrI set by the dominant coalition. READ MORE

6. 20. Conversations on Change: A Case Study of a Swiss Private Bank on Employees’ Sensemaking and Engagement in Light of its Rebranding

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Alexia Helena Röper; [2023]
   Keywords : sensemaking; critical sensemaking; organizational culture; strategic communication; organizational change; rebranding; private banking; Switzerland; employee engagement; Social Sciences;

   Abstract : The rebranding of an organization can be a beneficial strategy to reposition itself in the market to maintain its relevance. At the same time however, it can have disrupting effects on its members' daily work life, creating a novel situation in which perplexity and even resistance may arise, and which they need to make sense of. READ MORE