Кафедра логістики та підприємництва
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Item type:Наукова стаття, Brand Communication Strategies and PR Technologies for Crisis Management in the Media Sector(2025-10-22) Mialkovska, Liudmyla; Abramova, Iryna; Smolych, Dariia; Hubina, Alla; Zelenko, Oksana; Sadova, LarysaAlthoughtherearelargeadvantagesofcoachinginterventions,somelimitationstoourstudyaretheimbalanceofthecoachingexperienceofparticipants,varyinglengthoftheprograms,andtheheterogeneityofprofessionalgroups. Thesevariablescanhavesomeroleinthenatureofchange,and,therefore,theconclusionsmustbegeneralizedwithcare.Furtherresearchmustconcentrateoncausalinteractionsamongpersonalpsychologicalprocessesofcoaching,theeffectsinsteadyandcrisisenvironmentswithlong-termoutcomes,andthesimulationoftheeffectsofdigitalplatformsonprofessionalidentityandautonomyofprofessionals.Thearticleisacombinationofstatisticalanalysisofsociologicaldata(2020-2025),casestudiesofthemostpopularUkrainianmediainthewar,andasurveyoftheaudienceperception(n=347).Theeffectivenessofcrisiscommunicationinrelationtomedialiteracy,informationconsumption,andtrustwasevaluatedbymeansofstatisticalanalysis. Thecommondigitalmediacrisis-managementmechanismswereidentifiedincasestudies,andtheeffectofage,sourcetype,andfrequencyofnewsconsumptiononaudiencereactionswasanalyzedbytheMANOVA.Theoutcomeofempiricalresearchrevealedthestatisticallysignificantage-baseddifferencesinperceptionofcrisisbrandcommunicationbymedia(Trace=0,380;F(51,987)=2,806;p<0,001). Likewise,therateofnewsconsumptionhasagreatinfluenceonthelistofevaluationsofmediamessagesincrisis(Trace=0,415byPillai;F(34,658)=5.061;p<0,001). Moreover,thereweremajordisparitiesintheaudienceevaluationofthecrisiscommunicationsbasedonthetypeofthemainchannelofnewsreceipt(TraceofPillai=0,579;F(34,658)=7,892;p=0,001). Therefore,theresultssubstantiatethefactthattheage,thedegreeofinvolvementinthemediacontent,andtheinformationformataremajorfactorsthataltercognitiveandevaluativeresponsesoftheaudience.Thefindingsindicatethattheperceptionofcrisiscommunicationdependsonage,sourcetype,andnewsconsumption,soitissuggestedtousesegmentedapproachestothetargetaudience,andmedialiteracy,mediatransparency,andregulationofinformationloadscanbeusedasmethodstobuildtrustinandtheeffectofmessages.