The aim of this study is to identify and interpret the main emerging strategic approaches in communicating a corporate brand through social media (SM). A quantitative content analysis of the SM platforms of 60 major international corporate brands yielded data that were processed by hierarchical cluster analysis. The study identified four clusters, characterized by distinctive approaches in terms of interactivity and openness toward corporate brand building via SM. The findings highlighted that despite encouraging signs of effective use of SM for this purpose, the online corporate communication initiatives of more than a third of all companies are characterized as cautious. Corporate branding strategists are advised to adopt conversational forms of corporate communication, to expand the range of SM used and to involve a broad range of stakeholders in the dialogue. This study adds to the limited body of academic research into the use of SM as part of corporate communication and corporate brand-building strategy. © The Author(s) 2014.

Communicating Corporate Brands Through Social Media: An Exploratory Study / Vernuccio, Maria. - In: THE JOURNAL OF BUSINESS COMMUNICATION. - ISSN 0021-9436. - STAMPA. - 51:3(2014), pp. 211-233. [10.1177/2329488414525400]

Communicating Corporate Brands Through Social Media: An Exploratory Study

VERNUCCIO, Maria
2014

Abstract

The aim of this study is to identify and interpret the main emerging strategic approaches in communicating a corporate brand through social media (SM). A quantitative content analysis of the SM platforms of 60 major international corporate brands yielded data that were processed by hierarchical cluster analysis. The study identified four clusters, characterized by distinctive approaches in terms of interactivity and openness toward corporate brand building via SM. The findings highlighted that despite encouraging signs of effective use of SM for this purpose, the online corporate communication initiatives of more than a third of all companies are characterized as cautious. Corporate branding strategists are advised to adopt conversational forms of corporate communication, to expand the range of SM used and to involve a broad range of stakeholders in the dialogue. This study adds to the limited body of academic research into the use of SM as part of corporate communication and corporate brand-building strategy. © The Author(s) 2014.
2014
openness; corporate communication; social media; corporate branding; interactivity; cluster analysis
01 Pubblicazione su rivista::01a Articolo in rivista
Communicating Corporate Brands Through Social Media: An Exploratory Study / Vernuccio, Maria. - In: THE JOURNAL OF BUSINESS COMMUNICATION. - ISSN 0021-9436. - STAMPA. - 51:3(2014), pp. 211-233. [10.1177/2329488414525400]
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11573/529855
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