Author:
Buzoianu Corina,Bîră Monica
Abstract
The paper aims to explore new methods and practices for looking into crises in online environments by using social media listening tools and methods. Based on the case of two privately owned hospitals in Romania facing boycotts due to their response to the COVID-19 outbreak, we study the social media conversations on the topic, the emerging themes, the visibility triggered and the impact on the brand and actors involved. Drawing on a social media listening and crisis communication framework, our research looks to unveil the relationship between stakeholders’ expectations and brand promise, aiming to foresee predictive crisis communication and management models.
Funder
National University of Political Studies and Public Administration (SNSPA), Romania
Subject
Management, Monitoring, Policy and Law,Renewable Energy, Sustainability and the Environment,Geography, Planning and Development
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