Non-verbal communication and crisis management: Case study of the 2019 Coca-Cola ad controversy in Hungary

Nagy Lili (2024) Non-verbal communication and crisis management: Case study of the 2019 Coca-Cola ad controversy in Hungary. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

This thesis is about the Coca-Cola ad controversy in Hungary which took place in the summer of 2019. The ad, which featured homosexual couples caused outrage in Hungary, while in other countries it was well received. This paper aims to investigate how cultural, social and political factors influenced the reception of the ad, how it affected the reception of the advertising messages and to gain insight into effective crisis-communication strategies particulalry in multinational context.The topic is very relevant to advertisers, marketers who operate in a global marketplace. This case study is a perfect example on how cultural differences and diversity can lead to a crisis situation for even the greatest brands. Understanding the working of non-verbal communication and cultural sensitivity is important to develop the needed and complex advertising strategies that resonate with diverse audience. The relevance of this research is not only significant in this specific case study, but overall in cultural dynamics, and corporate crisis management. Furthermore, its relevance lies in the changing environment of global marketing strategies where cultural sensitivity is also an influencing factor.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	case study, Coca-Cola, communication, crisis management, Cultural sensitivity, strategies
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Már. 25. 11:26
Utolsó módosítás:	2025. Már. 25. 11:26

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