UDC 659.1
UDC 005
The article analyzes modern strategies of crisis marketing and reputation management of companies in the context of global and local crises. The influence of digital communications and social media on the dynamics of reputational risks is considered, as well as statistical data on the financial consequences of crises and changes in consumer expectations. The importance of a proactive and integrated approach to crisis management communications is emphasized in order to increase business sustainability.
crisis marketing, reputation management, anti-crisis communications, social media, consumer trust, image restoration, digital reputation, financial risks, branding, corporate strategy
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