The purpose of this dissertation is to present a case study of the Californian Police Department that evaluates social media communications on public sectors and their relationships with stakeholders. Qualitative Reasoning Methods are utilised in order to gauge conscious and subconscious stakeholder positions toward the Californian Police Departments: Oakland, San Francisco, and Bay Area Rapid Transit. The research findings uncover the presence of two distinct phenomenons as a result of stakeholder in-person and online interactions with Californian police; the creation of empathetic-experiences for external stakeholders and a push-and-pull mentality for internal stakeholders as a means of self-preservation. Moreover, the researcher argues a potential legitimacy gap within the Californian police departments and adapts Agle, Mitchell, and Wood’s (1997) framework for Stakeholder Identification and Salience to restructure police subculture as it relates to stakeholder power, organisational legitimacy, and dual urgency. The dissertation concludes with appropriate recommendations for public sector Customer Relationship managers to implement internal changes needed for marketing strategies to become effective, externally.
The full text of these resource are only available to Oxford Brookes staff and students. Please login to RADAR if you are a student or member of staff
Green, Deandrea
Business
MSc Marketing
2015
Published by Oxford Brookes UniversityAll rights reserved