O impacto na gestão da comunicação de crises geradas nas redes sociais na reputação
: caso Dodot Portugal

  • Mónica Vargas Harris (Student)

Student thesis: Master's Thesis

Abstract

The impact of crisis communication management on reputation is a topic already discussed in the literature, but one of the gaps identified is the lack of its application to crisis generated on social media, since these are still a relatively recent phenomenon. Thus, this research sought to understand to what extent the crisis communication management occurring on social media impacts brands’ reputation. To this end, a case was selected for investigation: the crisis situation arising from Dodot's Instagram campaign for World Premature Day, in 2020. Thus, the following main objectives were defined: to understand whether carrying out a viral campaign on Instagram impacted the brand's reputation; to analyse the role of the viral effect of social media in crisis communication management; to understand if the presence of Dodot on Instagram, prior to the crisis, had an influence on the results of its communication management and, finally, to understand if the crisis situation’s communication management had an impact on the brand’s reputation.In order to reach relevant conclusions, we analysed a set of comments collected from social media and opinion articles about the case, we conducted an in-depth interview with an employee of the organization that owns Dodot, and we also did a questionnaire survey among individuals who recalled the campaign and the crisis situation resulting from it. Thus, it was possible to conclude that the communication management of crisis developed on social media, has a positive impact on reputation and that factors such as the viral effect of social media and the presence of brands/organizations on these networks, prior to these situations, positively contributes to this impact. It was concluded that crisis that occur on social media can have a negative impact on reputation, but the communication management of this type of situations, aided by the factors described above, ends up having a positive impact on it.
Date of Award6 Dec 2022
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorMariana Victorino (Supervisor)

Keywords

  • Crisis communication
  • Crisis management
  • Organizational reputation
  • Digital social media

Designation

  • Mestrado em Ciências da Comunicação

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