کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
139883 162532 2006 9 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Help or hype: Symbolic or behavioral communication during Hurricane Katrina
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
Help or hype: Symbolic or behavioral communication during Hurricane Katrina
چکیده انگلیسی

Public relations professionals increasingly rely on the World Wide Web to communicate with their publics on a variety of issues, including the corporate social responsibility (CSR) efforts the organization has undertaken. In the aftermath of Hurricane Katrina, there is an opportunity to discover how the Best 100 Global Brands used their corporate websites and the power of their brand equity to help the victims of the disaster, as well as to communicate their own CSR efforts. Results show that 51% of these Top 100 firms had messages on their homepages about Hurricane Katrina, and 86% of those firms made donations totaling $105,000,000. The remaining 14% of firms exhibited symbolic communication only, with links to philanthropic organizations aiding rescue efforts.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Public Relations Review - Volume 32, Issue 4, November 2006, Pages 358–366
نویسندگان
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