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VGU RESEARCH REPOSITORY


Please use this identifier to cite or link to this item: https://epub.vgu.edu.vn/handle/dlibvgu/1336
DC FieldValueLanguage
dc.contributor.authorVu Khanh Vanen_US
dc.date.accessioned2023-03-10T04:17:23Z-
dc.date.available2023-03-10T04:17:23Z-
dc.date.issued2022-
dc.identifier.urihttps://epub.vgu.edu.vn/handle/dlibvgu/1336-
dc.description.abstractThe thesis is conducted to gain insight into social media as a tool for reputation risk management in brands and how effective social media can be in combating the company's adverse reputational risk. Nike and the tactics they used on social media are the primary subjects of study in this paper. Through the analysis of their branding strategies on social media, readers could learn how the company used social media as a shield against the reputation they encountered on the internet through two controversies the company faced. The study showed that Nike applied different tactics to combat different scandals, and each strategy was carefully considered to maximize its effectiveness. The findings from this research show that social media can act as a tool to control reputational risk in case the appropriate methods are used for different situations. Therefore, a brand should use social media and other tools to manage their reputation risk and apply a suitable social media strategy to achieve the best result for their risk management.en_US
dc.language.isoenen_US
dc.rightsAttribution-NonCommercial 4.0 International*
dc.rights.urihttps://creativecommons.org/licenses/by-nc/4.0/*
dc.subjectReputation risken_US
dc.subjectSocial mediaen_US
dc.subjectNikeen_US
dc.titleThe effectiveness of social media in courting reputational risken_US
dc.typeThesisen_US
item.fulltextWith Fulltext-
item.grantfulltextrestricted-
item.languageiso639-1other-
Appears in Collections:Finance & Accounting (FA)
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