Role of the social capital of an organization in the formation of its publicity capital

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Article(UKR)(.pdf)

It is asserted that the publicity capital becomes the most up-to-date form of capital. The influence of the social capital on the publicity capital of an organization is analyzed, and the author’s theoretical integrative model of the corporative social capital, whose components can be conditionally joined into two groups (the relation capital and the reputation capital), is proposed. It is proved that the publicity capital is not a simple combination of the relation capital and the reputation capital, but it is a result of their complicated interaction.

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