| 品牌危机的网上扩散与消弭——以迪奥的“莎朗·斯通事件门”为例 |
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| 引用本文： | 舒咏平,铁翠香.品牌危机的网上扩散与消弭——以迪奥的“莎朗·斯通事件门”为例[J].华中科技大学学报(社会科学版),2009,23(2). |
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| 作者姓名： | 舒咏平 铁翠香 |
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| 作者单位： | 华中科技大学新闻与信息传播学院,湖北,武汉,430074 |
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| 摘 要： | 通过网络对"迪奥莎朗·斯通"相关文章的内容分析,获得品牌危机信息在网上的分布状态、传播态势等信息的描述,研究发现,关于迪奥品牌的危机信息在网上经历了形成、爆发、持续,然后逐渐消弭的这样一个过程,社区类网站是品牌危机信息发布较多的网站,但传统媒体网站上的新闻报道却是众多社区类网站进行品牌危机信息传播的主要来源;迪奥对危机事件的反应和行动与网络舆论的要求和期待不相一致.
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| 关 键 词： | 品牌危机 网上扩散 网上消弭 莎朗·斯通事件 |
Online Diffusion and Vanishing of Brand Crisis Information:In the Case of Sharon Stone Event of Dior |
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| SHU Yong-ping,TIE Cui-xiang.Online Diffusion and Vanishing of Brand Crisis Information:In the Case of Sharon Stone Event of Dior[J].Journal of Huazhong University of Science and Technology(Social Science Edition),2009,23(2). |
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| Authors: | SHU Yong-ping TIE Cui-xiang |
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| Institution: | School of Journalism and Information Communication;HUST;Wuhan 430074;China |
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| Abstract: | This study presents the samples searched by the keywords of Dior Sharon Stone.By applying content analysis and SPSS,the study describes diffusion of the brand crisis online.Findings show that the crisis information of Dior brand has experienced such a process of forming,exploding,sustaining and gradual vanishing.BBS,Bar,and forums on the website are the main channels to issue the brand crisis,while those news reports or comments from the websites of traditional media are the main sources for many community ... |
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| Keywords: | brand crisis online diffusion online vanishing Sharon Stone Event |
| 本文献已被 CNKI 万方数据 等数据库收录！ |
