Rezumat articol ediţie STUDIA UNIVERSITATIS BABEŞ-BOLYAI

În partea de jos este prezentat rezumatul articolului selectat. Pentru revenire la cuprinsul ediţiei din care face parte acest articol, se accesează linkul din titlu. Pentru vizualizarea tuturor articolelor din arhivă la care este autor/coautor unul din autorii de mai jos, se accesează linkul din numele autorului.

 
       
         
    STUDIA NEGOTIA - Ediţia nr.1 din 2023  
         
  Articol:   ADAPTIVE FACEBOOK COMMUNICATION OF ORTHODOX ENTITIES IN COVID-19 CONTEXT.

Autori:  HORAȚIU VASILE BORZA, IONUȚ CĂLIN CĂZAN, SMARANDA ADINA COSMA. 		 
       
         
  Rezumat:  
DOI: 10.24193/subbnegotia.2023.1.02
Published Online: 2023-03-30
Published Print: 2023-03-30
pp. 31-52

VIEW PDF

FULL PDF

A generalized migration of the consumers to digital channels was observed during the COVID-19 pandemic situation. In this context, the purpose of the research was to analyze the online options the consumer of religious services had and the way Church adapted its communication at the new circumstances. Questions regarding the intensity of communication, posts’ type or frequency, and reactions were investigated through a longitudinal retrospective study focused on the Facebook platform. More than 6,150 posts and 1.6 million reactions were included. Distinctive profiles were observed: monasteries vs. urban parishes vs. rural ones. The study suggests that the pattern of consumers’ reactions was influenced by the type of the posts. The impact that online messages have, advocates for a professional approach or support in communication. The results may serve as informational input for a future unitary communication strategy of religious entities.

Keywords: religious communication, adaptive communication, Facebook, Orthodox, COVID-19

JEL Classification: M31, Z12, O33 		 
         
     
         
         
      Revenire la pagina precedentă