Negative events that brands experience which turn into crisis on online media and a research on automotive industry
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Abstract (EN)
The aim of this study is to examine how the negative events that brands experience turn into crises on online media, how brands manage these crises, and how this affects brands. In the first part of the study, online media and the use of online media by brands; in the second part, crisis management in a general sense and crisis management on online media were discussed. In the third part, the emission crisis experienced by Volkswagen which was found to use illegal software in order to manipulate the exhaust tests was investigated, the data obtained from online media were evaluated and interpreted with the help of content analysis and quantitative analysis. Keywords: Online Media, Social Media, Crisis Management, Brand Management, Case Analysis.
Author
Aslı Esener
Institution
Doğuş University
Division of Business Administration
How to Cite
Aslı Esener (Master Thesis). Negative events that brands experience which turn into crisis on online media and a research on automotive industry, 2017, Doğuş University.
Keywords
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