Corporate Associations Written on the Wall: Publics' Responses to Fortune 500 Ability and Social Responsibility Facebook Posts

被引：21

作者：

Fraustino, Julia Daisy ^{[1
]}

Connolly-Ahern, Colleen ^{[2
]}

机构：

[1] W Virginia Univ, Reed Coll Media, Morgantown, WV 26506 USA

[2] Penn State Univ, Coll Commun, University Pk, PA 16802 USA

来源：

JOURNAL OF PUBLIC RELATIONS RESEARCH | 2015年 / 27卷 / 05期

关键词：

WEB SITES; STRATEGIES; COMPANY; IMAGE; IMPACT; ORGANIZATIONS; INTERNET;

D O I：

10.1080/1062726X.2015.1098543

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

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.

引用

页码：452 / 474

页数：23

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