Measurement and evaluation methods in corporate communications through the prism of Lasswell’s model
Dmytro Oltarzhevskyi
Abstract:PurposeThis study aims to conceptualize, rethink and systematize methods used for measurement and evaluation (M&E) corporate communication.Design/methodology/approachThe reflection is based on 462 key English-language books and papers devoted to M&E in the fields of corporate communication and public relations from the 1970th to 2023. Keywords in the titles and abstracts found the necessary materials. A critical analysis of the central concepts, models and methods described in the literature was conduc… Show more
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