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Public engagement strategies in the automotive industry: the case of Romania [articol]

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dc.contributor.author Cernicova-Buca, Mariana
dc.contributor.author Cocea, Eugen
dc.date.accessioned 2023-01-12T10:17:29Z
dc.date.available 2023-01-12T10:17:29Z
dc.date.issued 2021
dc.identifier.citation Mariana, Cernicova-Buca; Eugen Cocea.Public engagement strategies in the automotive industry: the case of Romania.Timișoara: Politehnica University Press, 2021 Disponibil la https://doi.org/10.59168/RRKF7634 en_US
dc.identifier.uri http://localhost:8080/xmlui/handle/123456789/5338
dc.identifier.uri https://search.crossref.org/search/works?q=10.59168%2FRRKF7634&from_ui=yes Link DOI
dc.description.abstract The generalized crisis triggered by the COVID-19 pandemic crisis forced an accelerated adoption of online communication and virtual formats for events, replacing the traditional flow of social, economic, and political life. The automotive industry as a major driver of innovation in the economic field was among the first sectors to replace the old way tactics of offline engagement with customers with social media solutions, promoted via multiple channels. The paper aims to provide an overview of the public engagement strategies employed by Romanian automotive industry in 2020-2021. Data are collected through content analysis of the major automotive retailers and are supplemented with information obtained from communication strategists in the field. The experience of virtual engagement is here to stay, and there are signs are that the strategy will carry out in the “new normal” period, once the restrictions on in-person contact are over. en_US
dc.language.iso en en_US
dc.publisher Universitatea Politehnica Timișoara en_US
dc.relation.ispartofseries Professional communication and translation studies;14/2021
dc.subject Engagement Strategy en_US
dc.subject Automotive en_US
dc.subject COVID-19 en_US
dc.subject Dialogic communication en_US
dc.subject Social media en_US
dc.title Public engagement strategies in the automotive industry: the case of Romania [articol] en_US
dc.type Article en_US

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