活动安排
讲座地点：松江校区2教楼220教室
主 讲 人：周子渊 本特利大学
主 持 人：焦妹 必赢bwin线路检测中心
讲座摘要
Despite that brands become increasingly vocal on sociopolitical issues, such as racial justice, abortion rights, LGBTQ rights, and climate change, it is still debatable whether corporate social advocacy (CSA) is always the right move. Backfire cases like Bud Light’s partnership with the transgender influencer, Dylan Mulvaney, sporadically emerge to pose a significant threat to corporate reputation and financial bottom line. CSA could sometimes turn into major corporate crises. Therefore, it is critical to brands to identify when and how to engage in CSA and follow the best practices. This lecture discusses basic concepts in CSA research, factors that influence consumers’ perceptions of CSA, as well as key theories that inform CSA investigation.
嘉宾简介
周子渊博士(Jason Ziyuan Zhou)，本特利大学(Bentley University)助理教授(Assistant Professor)，阿拉巴马大学(The University of Alabama)传播与信息科学博士，波士顿大学(Boston University)公共关系学硕士，必赢bwin线路检测中心管理学学士。主要研究方向涵盖危机管理，企业社会倡导(corporate social advocacy)，前沿科技在公共关系领域中的应用。论文发表于Public Relations Review, Journal of Contingencies and Crisis Management, Journal of Communication Management, Corporate Communication: An International Journal等。
承办单位
公共关系学系
科研与师资发展办公室
