Abstract
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.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 452-474 |
| Number of pages | 23 |
| Journal | Journal of Public Relations Research |
| Volume | 27 |
| Issue number | 5 |
| DOIs | |
| State | Published - Oct 20 2015 |
UN SDGs
This output contributes to the following UN Sustainable Development Goals (SDGs)
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SDG 12 Responsible Consumption and Production
All Science Journal Classification (ASJC) codes
- Sociology and Political Science
- Public Administration
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