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dc.contributor.advisorDerville Gallicano, Tiffanyen_US
dc.contributor.authorNakai, Maikoen_US
dc.creatorNakai, Maikoen_US
dc.date.accessioned2012-12-07T23:12:27Z
dc.date.available2012-12-07T23:12:27Z
dc.date.issued2012
dc.identifier.urihttp://hdl.handle.net/1794/12527
dc.description.abstractThis study examines how an organization can use social media to solve preventable crises. Focus groups with a total of 14 moms are conducted to discuss a controversial Motrin babywearing advertisement and how Johnson & Johnson should have responded to the social media backlash. The results are explored based on dialogic public relations theory and its five components. Additional insights regarding the use of different social media channels and culture jamming YouTube videos suggest theoretical and practical implications on organizational responses on social media during preventable crises. The study also explores how people with high- and low-context cultures might respond differently to offensive advertising.en_US
dc.language.isoen_USen_US
dc.publisherUniversity of Oregonen_US
dc.rightsAll Rights Reserved.en_US
dc.subjectAdvertisingen_US
dc.subjectCrisis communicationen_US
dc.subjectMomen_US
dc.subjectOrganizationen_US
dc.subjectPublic relationsen_US
dc.subjectSocial mediaen_US
dc.titleUsing Social Media to Address Preventable Crises: Focus Groups with Momsen_US
dc.typeElectronic Thesis or Dissertationen_US


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