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Big Data and Automation in Strategic Communication

Wiesenberg, Markus; Zerfass, Ansgar; Moreno, Angeles
Journal article, Peer reviewed
Accepted version
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URI
http://hdl.handle.net/11250/2462228
Date
2017
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  • Publikasjoner fra CRIStin - BI [636]
  • Scientific articles [1710]
Original version
International Journal of Strategic Communication. 2017, 11 (2), 95-114.   10.1080/1553118X.2017.1285770
Abstract
Big data and automation pose huge challenges for strategic communication. This article contributes to the limited body of knowledge in the field by introducing the concepts, outlining opportunities and potential problems, and identifying current perceptions and applications in the professional field. A large-scale survey, with respondents from across more than 40 countries, explores the expertise of communication professionals, applications within communication departments and agencies, and consequences for the profession at large. The study shows a large gap between the perceived importance and current practices, a lack of competencies and ethical reflection, and a limited use of opportunities. The full potential of big data analytics and algorithms has not been leveraged until now, which calls for new initiatives in the practice and further research.
Description
The accepted and peer reviewed manuscript to the article
Publisher
Taylor and Francis
Journal
International Journal of Strategic Communication

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