新冠肺炎大流行期间移情品牌倡议的感知与情感分析:印度尼西亚视角

IF 1.5 Q2 COMMUNICATION
N. Arief, Aria Bayu Pangestu
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引用次数: 8

摘要

本研究旨在评估新冠肺炎疫情期间印度尼西亚的移情品牌倡议,并分析企业、非营利组织、公民和社会对慈善事业的在线情感。2020年3月至6月,对15家公司的相关帖子进行了情绪分析,每家公司作为第一个捐赠者的初步时间各不相同。为了完成这一认知,作者进行了一次焦点小组讨论(FGD)。研究表明,中小型企业,如当地化妆品公司和廉价酒店,是第一批捐助者,其次是大型或跨国公司。与之前的研究相反,公众的认知不受给予的数量和时间的影响,而是受到传播策略、品牌本身的同理心以及新冠肺炎之前公司行为的影响。这项研究的新颖之处在于强调了建立、维护和保护公司声誉的沟通模式。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Perception and Sentiment Analysis on Empathic Brand Initiative During the COVID-19 Pandemic: Indonesia Perspective
This study aims to evaluate the empathic brand initiative during the COVID-19 pandemic in Indonesia and analyse the online sentiments toward the philanthropy of corporations, non-profits organisations, citizens and society. Sentiment analysis was conducted on related posts of 15 companies from March to June 2020 with varying preliminary times for each company as the first donor. To complete the perception, the authors conducted a focus group discussion (FGD). Research shows that medium size and small–medium enterprises, such as local cosmetic companies and budget hotel are the first donors, followed by large or multinational companies (MNCs). In contrary with previous research, public perception was not influenced by the amount and the time of giving but was impacted by communication strategies, the empathy of the brand itself, and the company behaviour before COVID-19 period. This research’s novelty is the emphatic communication model to create, maintain and protect a company’s reputation.
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来源期刊
CiteScore
2.70
自引率
26.70%
发文量
20
期刊介绍: The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.
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