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Title:Statistical analysis of European digital strategies in times of crisis
Authors:Babić, Šaza (Author)
Faganel, Armand (Mentor) More about this mentor... New window
Files:.pdf Saza_Babic.pdf (580,30 KB)
 
Language:English
Work type:Undergraduate thesis (m5)
Tipology:2.11 - Undergraduate Thesis
Organization:PTF - Faculty of Engineering and Management
Abstract:Preparation and communication are essential in times of crisis. I was motivated to choose this topic by recent events in the world caused by the COVID 19 virus, which has affected every sphere, from the economy to human relations. However, tough times can be an opportunity to set brands apart from their competition. It is important, though, that they use marketing as a tool to create empathy, as this is the principle of reciprocity. Only in this way they can gain their trust, keep them loyal to the brand and be connected to it. The thesis describes the importance of a well and properly prepared digital strategy that every company should have if a crisis were to occur again.
Keywords:Crisis, communication, COVID 19, strategy.
Year of publishing:2020
Source:Nova Gorica
COBISS_ID:38005507 Link is opened in a new window
URN:URN:SI:UNG:REP:RHZQBVSW
Views:1229
Downloads:78
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Secondary language

Language:Slovenian
Title:Statistična analiza evropskih digitalnih strategij v času krize
Abstract:Priprava in komunikacija sta v času krize bistvenega pomena. Za izbiro prav te teme so me motivirali nedavni dogodki v svetu, ki jih je povzročil virus COVID 19, ki je prizadel vsako sfero, od gospodarstva do odnosov med ljudmi. Verjeli ali ne, težki časi so lahko priložnost, da se blagovne znamke ločijo od svoje konkurence. Pomembno pa je, da trženje uporabljajo kot orodje za ustvarjanje empatije, saj je to načelo vzajemnosti. Le tako lahko pridobijo njihovo zaupanje, ohranjajo njihovo zvestobo blagovni znamki in so povezani z njo. V diplomski nalogi je opisan pomen dobre in pravilno načrtovane digitalne strategije, ki bi jo morala imeti vsa podjetja, če bi se ponovno zgodila kriza.
Keywords:Kriza, komunikacija, COVID 19, strategija.


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