TY - JOUR
T1 - Corporate Associations Written on the Wall
T2 - Publics’ Responses to Fortune 500 Ability and Social Responsibility Facebook Posts
AU - Fraustino, Julia Daisy
AU - Connolly-Ahern, Colleen
N1 - Publisher Copyright:
© 2015, Copyright © Taylor & Francis Group, LLC.
PY - 2015/10/20
Y1 - 2015/10/20
N2 - This is a quantitative content analysis of Fortune 500 companies’ Facebook profiles, wall posts, and wall comments. It confirms that a 3-part typology of message strategies—corporate ability (CA), corporate social responsibility (CSR), and hybrid—exists in corporate online social networking communication. As predicted, when corporations used CA strategies in wall posts, publics’ wall comments demonstrated greater CA associations and product evaluations than CSR associations and company evaluations. Likewise, when corporations used CSR strategies, publics showed greater CSR associations than CA associations. These corporate messages and publics’ responses in the real-world digital market support the synergistic model of corporate communication strategy.
AB - This is a quantitative content analysis of Fortune 500 companies’ Facebook profiles, wall posts, and wall comments. It confirms that a 3-part typology of message strategies—corporate ability (CA), corporate social responsibility (CSR), and hybrid—exists in corporate online social networking communication. As predicted, when corporations used CA strategies in wall posts, publics’ wall comments demonstrated greater CA associations and product evaluations than CSR associations and company evaluations. Likewise, when corporations used CSR strategies, publics showed greater CSR associations than CA associations. These corporate messages and publics’ responses in the real-world digital market support the synergistic model of corporate communication strategy.
UR - https://www.scopus.com/pages/publications/84949197993
UR - https://www.scopus.com/pages/publications/84949197993#tab=citedBy
U2 - 10.1080/1062726X.2015.1098543
DO - 10.1080/1062726X.2015.1098543
M3 - Article
AN - SCOPUS:84949197993
SN - 1062-726X
VL - 27
SP - 452
EP - 474
JO - Journal of Public Relations Research
JF - Journal of Public Relations Research
IS - 5
ER -
