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Eclairages sur la communication des entreprises lors de la crise de la COVID-19 : que dire et comment le dire ?

Abstract : Although the actuality of this crisis leads to a lack of perspective, which is yet essential to the work of the researcher, this research note aims to sharing and dis- cussing the main salient reflections on the necessary adaptation of the persuasive communication of the organizations in the context of the COVID-19 pandemic. To conduct this analysis, the MOA model (motivation-opportunity-ability) appears as a relevant theoretical analysis grid. In order to ensure the sustainability of com- mercial relations and to strengthen consumers’ confidence, the communication of the organizations should be anchored in their DNA and their know-how and thus, justify their “raison d'être”.
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https://hal.univ-lorraine.fr/hal-03014713
Contributor : Christian Dianoux Connect in order to contact the contributor
Submitted on : Thursday, November 19, 2020 - 3:31:27 PM
Last modification on : Thursday, November 25, 2021 - 2:04:26 PM

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Christian Dianoux, Béatrice Siadou-Martin. Eclairages sur la communication des entreprises lors de la crise de la COVID-19 : que dire et comment le dire ?. Projectics / Proyéctica / Projectique, De Boeck Supérieur, 2020, 3 (27), pp.9-20. ⟨10.3917/proj.027.0009⟩. ⟨hal-03014713⟩

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