Statistical analysis of European digital strategies in times of crisis

diploma thesis

Šaza Babić (Author), Armand Faganel (Mentor)

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.;

Data

Language:	English
Year of publishing:	2020
Typology:	2.11 - Undergraduate Thesis
Organization:	UNG PTF - Faculty of Engineering and Management
Publisher:	[Š. Babić]
UDC:	339.138
COBISS:	38005507
Views:	2345
Downloads:	127
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	Slovenian
Secondary title:	Statistična analiza evropskih digitalnih strategij v času krize
Secondary 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.
Secondary keywords:	diplomske naloge;digitalne strategije;blagovne znamke;trženje;gospodarska kriza;COVID 19;komunikacija;
URN:	URN:SI:UNG
Type (COBISS):	Bachelor thesis/paper
Thesis comment:	Univ. v Novi Gorici, Poslovno-tehniška fak.
Pages:	VIII, 30 str.
ID:	12086918