У статті на прикладі брендів «Нова пошта», Wizz Air розглянуто організацію забігів у 2021 р., медіаефект від них, потенційний вплив на імідж у контексті корпоративної соціальної відповідальності (КСВ). У дослідженні використано методи: контент-аналіз,а вейвлет-аналіз. За допомогою першого методу було визначено, які саме події мали найбільший резонанс в інформаційному полі. Вейвлет-аналіз, що здійснювався за допомогою Attack Index, був застосований для побудови графіка коливання інформаційних хвиль як для усіх подій навколо брендів, так і для деталізованого пошуку за назвами подій. За результатами розгляду кейсів з організації бігових подій було визначено доцільні для брендів прийоми з організації, які мають відчутний медійний, іміджевий ефект.
This paper highlights the results of the survey of Ukrainian scientists on the exchange of unreviewed research data with other scientists, and their motivation to use and disseminate unreviewed research data. By “research data” we mean both processed (summarized in the form of text data, tables, figures, infographics, etc.) and unprocessed information collected by researchers due to experiments, observations, simulations, through surveys or in other ways, or generated from available information. A questionnaire was distributed in different Facebook groups for scientists (“Ukrainian Scientific Journals” “Ukrainian Scientists Worldwide”, “Pseudoscience News in Ukraine”, “Scientific Conferences and Publications”, “Academic Virtue and Plagiarism”, “Higher School and Science of Ukraine: Disintegration or Blossoming?”, “Ukrainian cuisine of scientific publications”) and through university networks. Results from 736 respondents demonstrated awareness and attitudes about data sharing, advantages, and disadvantages of data sharing for scientists. Most of the respondents don’t trust the results of scientific research published in sources other than peer-reviewed scientific journals. Only 34.7 % of the respondents use to publish their unreviewed research data. The reasons that can stop scientists from sharing research data are the following: problems with copyright protection, luck of time, fear to lose publishing opportunities, contradictions with the requirements of the journals, risk of misinterpretation, risk of losing leadership in the field of research, ethical norms violations, prejudice. Researchers, especially those who work at universities, highlighted lack of time for data sharing, because they teach and supervise students, conduct research, have administrative activities, participate in community services. Among the reasons for data sharing the scientists noted cooperation, formation of reputation, increasing the likelihood of being quoted, feedback from the scientific community, development of science, saving results to use in the future, etc. 30.9 % of the respondents indicated that they do not find anything that could motivate them to share research data. Meanwhile about 78.0 % of respondents are sure, that they need trainings in the field of data sharing.
Introduction. Due to the communicative and psychological influence of the brand character, as an audiovisual element of the advertising message has an undeniable advantage over its other elements, especially when it comes to the verbal part of the advertising message. The relevance of the researech is due to the information overload of the modern advertising market, in which experts try to attract the attention of the target audience and interest them in unusual properties, characteristics of the brand with the help of mascots, thus helping to communicate with consumers. Research methods. Achieving the goals of the article is provided by using methods: axiomatic method was used to study and definition of the conceptual apparatus, generalization of criteria and classifications of mascots in terms of mass communications; analytical method was used for studying global trends in creating brand characters; empirical method was aimed to generalize the practical experience of attracting brand character; comparative method helped to generalize practical experience of involving brand characters in Europe and the USA. The results and discussion. Psychologists say that one of the vital factors for a person is communication. In the process of communication a certain attitude, impression, emotion, etc. is formed. Brands have long been communicating with the audience, not just offering a product or service. Advertising gives people an example of people’s behavior that will make their lives easier or brighter. Conclusions. Thus, analyzing the theoretical material, we can conclude that a brand character is an effective tool for image formation. Brand characters have become mascots for many organizations and companies. Examining the various characteristics of the brand character, it was found that this is a real or fictional character who has his character, features, history and is used to strengthen the brand as part of the image strategy.
Today, social media is increasing its influence on the communication environment. The toolkit of online platforms creates new opportunities for the communication strategy of the organization. Interactivity and speed of information dissemination contribute to the transformation of crisis communication models. The possibility of open dialogue in the network between the company and the public allows you to analyze the reaction of the audience to the crisis and choose the most successful crisis response strategy. Social media allows you to establish a long-term relationship with the audience, which is the basis for the successful exit of the organization from the crisis. The use of social media in crisis communications is associated with certain risks. Uncontrollability and constant variability of the socio-media environment are often the causes of crises.
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