|Tipo di tesi||Tesi di laurea magistrale|
|Titolo||Externe Unternehmenskommunikation während der Pandemie: Vergleichsanalyse des Online-Verhaltens von Venchi und Halloren im sozialen Netzwerk Facebook|
|Titolo in inglese||External corporate communication during the pandemic: comparative analysis of the online behaviour of Venchi and Halloren on the social network Facebook|
|Struttura||Dipartimento di Studi Linguistici e Culturali|
|Corso di studi||LANGUAGES FOR COMMUNICATION IN INTERNATIONAL ENTERPRISES AND ORGANIZATIONS - LINGUE PER LA COMUNICAZIONE NELL'IMPRESA E NELLE ORGANIZZAZIONI INTERNAZIONALI|
|Data inizio appello||2021-12-14|
|Disponibilità||Accesso limitato: si può decidere quali file della tesi rendere accessibili. Disponibilità mixed (scegli questa opzione se vuoi rendere inaccessibili tutti i file della tesi o parte di essi)|
|Data di rilascio||2061-12-14|
Die im März 2020 weltweit ausgebrochene Pandemie brachte für die meisten Unternehmen eine unerwartete Krise mit sich, die zu großer Instabilität und Unsicherheit führte. In dieser schwierigen Zeit, in der allerorts räumliche Distanz angesagt war, ermöglichten es digitale Medien den Menschen, den Kontakt auf virtueller Ebene aufrecht zu erhalten und somit einen kontinuierlichen Informationsfluss zu gewährleisten.
The COVID-19 pandemic, which broke out in March 2020, overwhelmed most companies with an unexpected crisis, spreading instability and uncertainty everywhere. At a time when the virus forced the whole world to stay physically distant, digital media allowed people to be virtually in touch, providing them with a continuous flow of information. This paper aims to analyse and compare the digital communication strategies used by Halloren and Venchi, two companies operating in the confectionery sector, during the pandemic in order to ensure an ongoing relationship with their customers. The first part of the work provides a theoretical overview of the main features of corporate communication, in particular the new opportunities and challenges brought about by digital media, as well as the main influencing factors in the communication between a company and the outside world. The second part of the paper deals with the analysis and comparison of the digital communication of Venchi and Halloren on the social network Facebook during the first lockdown. Assuming that companies should have enhanced their online presence during the first emergency phase in order to keep in contact with their audience, a qualitative and quantitative analysis of the two firms’ Facebook posts was carried out. This kind of research allowed to observe the behaviour and communication strategies adopted in order to manage the crisis and to strengthen a lasting relationship with their existing and potential customers in an emergency period. The results achieved made it possible to compare online communication between an Italian and a German enterprise and at the same time between an internationally operating company and a mainly local one, highlighting similarities and differences.