СТИЛ НА КОМУНИКАЦИЯ И ТОН НА БРАНД ГЛАСА В СОЦИАЛНИТЕ МЕДИИ
COMMUNICATION STYLE AND TONE OF BRAND VOICE IN SOCIAL MEDIA

Summary/Abstract: This research conducts a qualitative critical literature analysis of a sample of two scientific papers investigating the communication style and tone of brand voice. The critical literature analysis will serve as the basis of a study of the communication style and tone of voice Bulgarian universities use to communicate in their in social media networks. Aggressive competition in the international higher education market, driven by globalization and internationalization processes, has determined the significance of the literature analysis. The application of brand PR communications, implementing the strategy of dialogue with carefully selected style and tone of communication, would give a competitive advantage to the Bulgarian universities in their student recruitment and retention efforts.

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