Public involvement has the power to promote an active circulation of media content and can generate economic and cultural value for organizations. The current perspectives on interactions between audiences, organizations, and content production suggests a relational logic between audiences and media through new productivity proposals. In this sense, it is interesting to observe the reasoning of audience experience through the concepts of interactivity and participation. However, there is a gap between the intentions of communication professionals and their organizations and the effective circulation and content retention among the audiences of interest, as well as the distinction between informing and communicating. Navigating Digital Communication and Challenges for Organizations discusses communication research with a focus on organizational communication that includes a range of methods, strategies, and viewpoints on digital communication. Covering a range of topics such as internal communication and public relations, this reference work is ideal for researchers, academicians, policymakers, business owners, practitioners, instructors, and students.
Author(s): José Gabriel Andrade, Teresa Ruão
Series: Advances in E-business Research
Publisher: Business Science Reference
Year: 2022
Language: English
Pages: 325
City: Hershey
Cover
Title Page
Copyright Page
Book Series
Editorial Advisory Board
Table of Contents
Detailed Table of Contents
Preface
Acknowledgment
Section 1: Section 1
Chapter 1: Internal Communication in Contemporary Organizations
Chapter 2: The Digital Influence Ecosystem and Its Relation to Organizational Communication
Chapter 3: Disruptive Communication
Chapter 4: Media Visibility in the Digital Context
Section 2: Section 2
Chapter 5: How Small Companies Used Shopstreaming in Their Fight for Survival in a COVID-19 Scenario
Chapter 6: COVID-19 Vaccination Campaign
Chapter 7: Health Communication on Social Media
Section 3: Section 3
Chapter 8: Beyond the Corporate Digital Newsroom 2.0
Chapter 9: Bridging Journalists and PR Practitioners in a Digital Context
Section 4: Section 4
Chapter 10: Empathic Brands
Chapter 11: Place Branding, Digital Communication, and Citizenship
Section 5: Section 5
Chapter 12: Internet Marketing
Chapter 13: The Use of CRM in Marketing and Communication Strategies in Portuguese Non-Profit Organizations
Chapter 14: Social Media Reputation, Corporate Reputation
Compilation of References
About the Contributors
Index
