Naslov
Applied Corporate Communications on Twitter in the Telecom Industry: A Comparative Analysis of Croatian and Austrian companies.
(Primjena korporativne komunikacije na twitteru u telekomunikacijskoj industriji: Komparativna analiza hrvatskih i austrijskih poduzeća.)

Autori
Milas, Zdeslav ; Bunčić, Domagoj ; Alavanja, Maro

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, neobjavljeni rad, znanstveni

Izvornik
Reconciling the traditional and contemporary: the new integrated communication / - , 2015

Skup
Commmunication Management Forum 2015

Mjesto i datum
Zagreb, Hrvatska, 08.05.2015. - 09.05.2015

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
corporate communication ; public relations ; twitter ; digital reputation ; telecom industry ; market communication
(korporativna komunikacija ; odnosi s javnošću ; twitter ; digitalna reputacija ; telekomunikacijska industrija ; tržišna komunikacija)

Sažetak
New communication technologies, uses and more complex communication environments influence the social and communicative character of stakeholders, especially in the telecom industry. Social media is changing the way stakeholders and companies communicate daily, providing opportunities for collaboration, participation and engagement. Social media also play a crucial role for the (de)construction of corporate reputation. Therefore, in the last decade, social media is conceived in as a strategic communication channel corporate relationship management. Grounded in a relationship management perspective, in this paper, the authors analyse the role of corporate communication within the Croatian and Austrian telecom industry on the leading micro blogging channel twitter. The goal of this research is to define which corporate communication strategies are mostly applied on twitter: a dialogue-orientated, a news-orientated or an advertisement-orientated strategy on this micro blogging channel. For the purpose of this research, the sample comprised the three five leading telecommunication companies in Croatia and Austria, which were categorized based on their market share. Furthermore, applying both comparative and content analyses method, in this paper the authors will compare as well the 140 character short-message content (“tweets”), frequency of hashtags, mentioning other users, implementations of links to their corporate web site or other social media channels like Linkedin or Facebook as analysing the number followers, favourites and retweets between Croatian and Austrian companies in the telecom sector. The research include a categorisation of tweets by types of addressing to stakeholders: how much public relations, investor relations or market relations content is posted on twitter? At least, an observation will be given on the issues management process as an early warning system to identify consumer preferences or even product deficits.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti

POVEZANOST RADA