The role of advertising in managing the image of the institution through social media during the crisis

Document Type : Original Article

Authors

1 Faculty of Applied Arts

2 Faculty of Applied Arts, Helwan University

3 Applied Arts - Helwan University

Abstract

Many institutions publish marketing content on their own pages on social media sites regularly and monitor them constantly and are ready to interact with customers, and marketing on social media is characterized by flexibility where the organization can modify its marketing strategies at any time, in contrast to traditional marketing methods such as television Newspapers, which are usually scheduled at least several months in advance, and this feature is very useful, especially at the time of a crisis where advertising messages can change at the same moment the crisis occurs, which helps to speed up the response of the public and its understanding of the events of the crisis.
Because of the enormous development of the Internet, the social media changed pattern of spread in crisis, events and the audience participation. Making the rise of new challenges for crisis management institutions in order to maintain its positive image . Where the audience depends on the social media to share their experiences in dealing with crises, and communicate with inner feelings such as worry and fear, And actively search for all the information about the crisis. Social media is an important source to detect signals of possibility crises, a useful tool for monitoring public opinion.
Audience exposure of crisis on social media aggravates the negative impact of crisis, Of course, it affects on brand and future sales of institution. When an organization or brand faces a crisis, social media can be the most effective platforms to spread position and organization's vision of the crisis, It has become important to use it to gain Audience sympathy and their support. The institution must determine the appropriate strategy for crisis management, Consider consumer attitudes towards the crisis. If the institution wants to get out of the crisis with big profits, it must use advertising as a fast and effective communication tool to help enhance its reputation and positive image among consumers, so as to overcome the negative events of the crisis and stand out from it strong without any losses.

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References

  1. مراجعالبحث:

    أولاً : مراجعالعربية :

    1. حافظ الدريدى ، إبتهاج : سوسيولوجيا الثقافة عبر إعلان مواقع التواصل الاجتماعي - مجلة العمارة والفنون العدد التاسع عشر (2020)

    Hafiz aldrida ، ibtahaj : swsyulwjia althaqafat abr 'ielan mawaqie altawasul alaijtimaeii- Magalet AL Emara w AL Fenoun w AL Elom AL Insania AL adad AL tasee ashr (2020)

    1. متولى ،أمل السيد أحمد: المجلة العربية لبحوث الإعلام والاتصال ، کلية الإعلام ، جامعة الأهرام الکندية  ، 

    مصر ، ص15  

    Mutawalaa,amal alsyd ahmd: almajala alearabia libihawth alielam walaitisal , kuliyat alielam , jamiea alahram alkanadia , misr

     

    1. مراد ، منال محمد: تأثير الإعلام الجديد على ممارسة العلاقات العامة، بحث منشور، مجلة علوم الاتصال ، کلية الإعلام ، جامعة أم درمان ،السودان، 2016 ، ص 266:268

    Murad , manal mhmd: tathir alielam aljadid eala mumarasat alealaqat aleama , bahath manshur, majala eulum alaitisal, kuliya alielam, jamieata om darman, alsuwdan , 2016

     

    ثانياً: مراجعالأجنبية:

    1. Ganga S. Dhanesha, Krishnamurthy Sriramesh: Culture and Crisis Communication: Nestle India's Maggi Noodles Case , Journal of International Management, 2017 ,p 2.
    2. Qiuju Luo  , Xueting Zhai : “I will never go to Hong Kong again!” How the secondary crisis communication of “Occupy Central” on Weibo shifted to a tourism boycott-Science Direct, 2017, p160,161.
    3. Liwu Hsu , Benjamin Lawrence: The Role of Social Media and Brand Equity Du ring a Product Recall Crisis: A Shareholder Value Perspective, A shareholder value perspective, International Journal of Research in Marketing- 33(1),2016-p13:16.
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    5. Andrew B. Whinston , Huaxia Rui : Social Media Strategies in  Product Harm Crises Thirty Sixth International Conference on Information Systems, Fort Worth ,Texas, USA-2015,p9.

     

    ثالثاً: مواقعالإنترنت:

    1. https://www.carrefouregypt.com/mafegy/ar/-/-/-/nectar-fruit-juice/beyti-tropicana-juice-apple\15-12-2019
    2. https://www.facebook.com/BeytiJuice/15-12-2019
    3. https://www.youm7.com/story/2016/5/14/2717684/-25-11-2019
    4. https://www.facebook.com/TheHubAdvertising/photos/a.194429310746178/606497869539318/?type=3&theater\15-12-2019
    5. https://www.facebook.com/TheHubAdvertising/photos/a.194429310746178/606497869539318/?type=3&theater-15-12-2019
    6. http://www.dotmsr.com/news/204/757630/84\15-12-2019
    7. https://www.facebook.com/TheHubAdvertising/posts/608733735982398:0\15-12-2019
    8. https://www.youtube.com/watch?v=dA5Yq1DLSmQ- 2-11-2019
    9. https://www.dailymail.co.uk/tvshowbiz/article-4381248/Twitter-users-BLAST-new-Kendall-Jenner-Pepsi-commercial.html- 25-12-2019
    10. https://twitter.com/pepsi?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauth-15-12-2019
    11. http://shbabbek.com/show/121508- 25-11-2019
    12. https://www.alhurra.com/a/egypt-controversial-ad/330624.html-15-12-2019
    13. https://www.facebook.com/gateeg22/photos/611169782419804/15-12-2019
    14. https://www.youm7.com/story/2016/10/18 %A7/2928308-15-12-2019
    15. https://www.facebook.com/birelleg/posts/1315386198474619-15-12-2019
    16. https://www.facebook.com/CadburyEgypt/photos-15-12-2019
    17. https://www.youtube.com/watch?v=HEkSWBGb9SQ-15-12-2019
    18. https://www.facebook.com/CadburyEgypt/photos/a.282519691763078-15-12-201            
    19. https://www.youtube.com/watch?v=UQVOlLQswXY
    20. https://www.youtube.com/watch?v=YdbT3Sd_oSM

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