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Integrating Public Relations and Social Marketing: Reputation Management in Digital PR
Abstract
This chapter discusses how new media turns individuals into medium, the changing face of brand communication, and works as a handmaiden in producing the right content for mass media with data management. A theoretical research with a qualitative analysis is conducted by analyzing the content methods used in new and social media in various sectors (such as construction, tourism, shopping malls, retail, health, education, etc.), from 1991 to 2015, while the focal point will be to emphasize how reputation can be managed online.
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