Фалшиви новини в корпоративните комуникации
В: Медии и комуникации на 21.век. Велико Търново: Св. св. Кирил и Методий, 2018, бр. 2, с. 31 - 40, ISSN: 2603-3801 (Online), ISSN: 2603-3089 (Print)
The paper examines the impact of fake news on the relationship between companies and their strategic audiences. The text is structured in two parts. The focus in the first part is on the structure of corporate communications and the model of successful corporate policy presented as a projection of the idea of the business of trust. The second part highlights the main aspects of the development of the cosmetic giant „L`Oreal“, which has preserved its image of a strong brand and an ethical company in the conditions of hypercompetitiveness and fake news. The study is based on Van Rieland Fombrun's theory of corporate communications as a polyfunctional concept and Kotler's idea of market-oriented strategic planning, providing an advantage to firms in situations of risk and dynamic social transformations.
корпоративни комуникации, фалшиви новини, корпоративна култура, фирмени ценности, стейкхолдъри, L`Oreal
Социални, стопански и правни науки
Обществени комуникации и информационни науки
Social sciences, economic sciences and law
Public Communications and Information Sciences