Author
Listed:
- Sandra Chrzan
- Patrick Schönenberg
- Martin Vogt
Abstract
Der Ausbruch der COVID-19-Pandemie und die damit einhergehenden Einschränkungen führten zu vermehrter digitaler Interaktion. Im Zuge dessen stellt sich die Frage, ob und wie Unternehmen ihre Themenauswahl innerhalb der Unternehmenskommunikation an die COVID-19-Pandemie angepasst haben. Auf Basis der empirischen Analyse von DAX-Tweets finden wir Evidenz dafür, dass die Kommunikation über rein geschäftsbezogene Informationen hinausgeht, gesellschaftspolitische Themen adressiert und maßgeblich durch die Pandemie beeinflusst wurde. Hieraus lässt sich schließen, dass Unternehmen auch zukünftig eine Vielzahl von Themen aktiv und reaktionsschnell behandeln sollten, um möglichen Erwartungshaltungen der Stakeholder gerecht zu werden. Trans-Abstract: “The COVID-19 pandemic and its associated restrictions have triggered a surge in digital interactions. This shift has prompted an essential inquiry into how companies have adapted their communication strategies and topic selection to address the pandemic’s impact. Through a comprehensive empirical analysis of DAX tweets, we find evidence that corporate communication is moving beyond purely business-related updates. Instead, it now encompasses socio-political themes, significantly influenced by the pandemic. Our findings underscore the importance for companies to proactively and responsively engage with diverse subjects in their communication practices to meet the expectations of their stakeholders. Embracing this approach will prove critical in navigating the ever-changing landscape of stakeholder needs in the future.”
Suggested Citation
Sandra Chrzan & Patrick Schönenberg & Martin Vogt, 2023.
"Unternehmenskommunikation via Social Media – Anpassungen während der COVID-19-Pandemie,"
Der Betriebswirt, Duncker & Humblot, Berlin, vol. 64(2), pages 133-150.
Handle:
RePEc:dah:aeqdbw:v64_y2023_i2_q2_p133-150
DOI: 10.3790/dbw.64.2.133
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