Mazumtirdzniecības zīmola “Narvesen” izmantotās komunikācijas analīze sociālajā tīklā "Facebook" pirms un Covid-19 pandēmijas laikā
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Date
2021
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Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Bakalaura darba “Mazumtirdzniecības zīmola “Narvesen” izmantoto komunikācijas rīku analīze Covid-19 pandēmijas izraisītās krīzes kontekstā” analizēt mazumtirdzniecības zīmola “Narvesen” izmantoto komunikāciju sociālajā tīklā “Facebook” pirms un Covid-19 pandēmijas laikā.
Darbu veido teorētiskā bāze par ārējo, zīmola un mārketinga komunikāciju, sociālo mediju mārketingu, sociālo tīklu vietnēm. Datu ieguvei izmantota kvantitatīvā kontentanalīze un daļēji strukturētā intervija.
Būtiskāko secinājumu vidū ir gan tas, ka biežāk izmantotā satura forma zīmola “Narvesen” “Facebook” lapā palikusi nemainīga gan pirmspandēmijas, gan Covid-19 pandēmijas laikā – proti, tas bijusi kombinācija attēls un teksts, tāpat Covid-19 pandēmijas laikā būtiski pieaudzis teksta garums izmantotajos ierakstos, kā arī daudz biežāk ierakstos parādījies produkta atainojums iepakojumā, lai radītu asociācijas ar drošu iepirkšanos zīmola tirdzniecības vietās.
Priekšlikumu vidū pēc pētījuma veikšanas iezīmējas gan tas, ka nepieciešama savlaicīgāka krīzes stratēģijas izstrāde un sagatavošanās nezināmajam, par piemēru ņemot notikumu attīstību citviet pasaulē, gan lielāka satura dažādošana un biežāka sociālās atbildības elementu komunikācija
The aim of the bachelor's thesis “Analysis of communication used by the retail brand “Narvesen” in the context of the Covid-19 pandemic crisis” is to analyze the communication tools used by the retail brand “Narvesen” before and after the Covid-19 pandemic crisis on the social networking platform Facebook. The work consists of a theoretical basis for brand and marketing communication, social media marketing, social networking sites. Quantitative content analysis and a semi-structured interview were used to obtain the data. Among the key findings is that the most commonly used form of content on Narvesen's Facebook page remained unchanged during both the pre-pandemic and Covid-19 pandemics - a combination of image and text, as well as there was a significant increase in length of text during the Covid-19 pandemic. Also in the posts more often than not, products have been shown in packaging in order to create associations with safe shopping at the brand's points of sale. Among the proposals after the study are that a crisis strategy should be prepared in a more timely manner, taking into account developments elsewhere in the world, as well as the diversification of content and more frequent communication of elements of social responsibility should be implemented.
The aim of the bachelor's thesis “Analysis of communication used by the retail brand “Narvesen” in the context of the Covid-19 pandemic crisis” is to analyze the communication tools used by the retail brand “Narvesen” before and after the Covid-19 pandemic crisis on the social networking platform Facebook. The work consists of a theoretical basis for brand and marketing communication, social media marketing, social networking sites. Quantitative content analysis and a semi-structured interview were used to obtain the data. Among the key findings is that the most commonly used form of content on Narvesen's Facebook page remained unchanged during both the pre-pandemic and Covid-19 pandemics - a combination of image and text, as well as there was a significant increase in length of text during the Covid-19 pandemic. Also in the posts more often than not, products have been shown in packaging in order to create associations with safe shopping at the brand's points of sale. Among the proposals after the study are that a crisis strategy should be prepared in a more timely manner, taking into account developments elsewhere in the world, as well as the diversification of content and more frequent communication of elements of social responsibility should be implemented.
Description
Multimediju komunikācija
Multimedia Communication
Informācijas un komunikācijas zinātnes
Information and Communication Sciences
Multimedia Communication
Informācijas un komunikācijas zinātnes
Information and Communication Sciences
Keywords
Facebook, Covid-19, Zīmols, Komunikācija, Socālie tīkli, Facebook, Covid-19, Brand, Communications, Social media