9 Public relations and social media

Etter, Michael; Winkler, Peter; Pleil, Thomas

doi:10.1515/9783110554250-009

Cited by 4 publications

(2 citation statements)

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“…From a customer-relationship management perspective, social media elicits more two-way communication than classic media (Maecker et al , 2016). Social media is more interactive and sometimes more credible than traditional channels (Etter et al , 2021). In addition, innovativeness is a typical driver of people’s use of social media, including Twitter (Pagani et al , 2011).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Brand heritage on Twitter: a text-mining stereotype content perspective

Mähnert,

Meyer,

Orth

et al. 2024

JPBM

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Purpose The purpose of this paper is to examine how users on social media view brands with a heritage. Consumers commonly post opinions and accounts of their experiences with brands on social media. Such consumer-generated content may or may not overlap with content desired by brand managers. Drawing from “The medium is the message” paradigm, this study text-mines user narratives on Twitter1 to shed light on the role of social media in shaping public images of brands with heritage through the lens of the stereotype content model. Design/methodology/approach The study uses a data set of almost 80,000 unique tweets on 12 brands across six categories, compares brands high versus low in heritage and combines dictionary-based content analysis with sentiment analysis. Findings The results indicate that both user-generated content and sentiment are significantly more positive for brands low rather than high in heritage. Regarding warmth, consumers use significantly more positive words on sociability and fewer negative words on morality for brands low rather than high in heritage. Regarding competence, tweets include more positive words on assertiveness and ability for low-heritage brands. Finally, overall sentiment is more positive for brands low rather than high in heritage. Practical implications Important from co-creation and integrated marketing communication perspectives, the findings provide brand managers with actionable insights on how to more effectively use social media. Originality/value To the best of the authors’ knowledge, this research is among the first to examine user-generated content in a brand heritage context. It demonstrates that heritage brands, with their longevity and strong links to the past, need to be aware of how contemporary social media can detract from their image.

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Section: Theoretical Frameworkmentioning

confidence: 99%

Brand heritage on Twitter: a text-mining stereotype content perspective

Mähnert,

Meyer,

Orth

et al. 2024

JPBM

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“…As society and the organizations within them gradually come to terms with the ubiquitous nature of digital technology in our everyday lives, the rate at which we are studying and thus trying to make sense of the impact of digital technologies on communication within and by organizations is rapidly expanding. Recent examples of such studies include Brockhaus et al (2022), Etter et al (2019Etter et al ( , 2021, Ewing et al (2019), Freberg (2020), Lutrell et al (2021), Wilson et al (2020), and Wright and Hinson (2017).…”

Section: Digital Corporate Communication Researchmentioning

confidence: 99%

Introduction to the Handbook on Digital Corporate Communication

Badham¹,

Luoma‐aho²

2023

Handbook on Digital Corporate Communication

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The future of corporate communication is unreservedly digital. Indeed, due to digital technology's incremental yet ubiquitous influence on this field over the years, digital corporate communication (DCC) is already here, and it has been nudging the profession and its professionals towards changes in attitudes, skills, strategies and priorities. Some changes have been seismic, such as the way social media networks and digital platforms have democratized corporate communication, empowering digitally savvy stakeholders and disempowering organizations, often challenging old fashioned attitudes to stakeholder relationships and communication. Now, all kinds of stakeholders, from investor activists to past employees, can and do take over organizations' communication reins, steering organizational communication in new and uncharted directions, shifting organizational roles from gatekeeping (Shoemaker, 1991) to gatewatching (Bruns, 2005(Bruns, , 2011. For example, collectives of organizational hateholders (Luoma-aho, 2015) frequently are hijacking communication campaigns by taking over corporate hashtags in social media and retargeting them against corporations. A corporate crisis forming among posts in one Facebook account can spread fast and furiously across online social networks, damaging a corporation's reputation within hours.These are both exhilarating and challenging times for practitioners and scholars within the profession. As masses of individual consumers and stakeholders master emerging means of 24/7 communication enabled by technology, so must the professionals of communication. New services, devices, apps and software are emerging onto the market to help organizations solve existing and future communication challenges. Many organizations are responding proactively to the opportunities these present. Increasingly, customers are interacting with chatbots on corporate websites, enabling organizations to be continuously 'open for business' 24/7, as illustrated in this Handbook's cover image. In 2023, TikTok influencers are creatively collaborating with organizations who share their values and passions. Google Assistant is telling coffee lovers where their branded coffee was grown and roasted. Employees are proactively advocating for their employers' social causes in their personal social media posts. At the same time, the ease of clicktivism and the superficial world of social media and data privacy concerns is contributing to masses of passive and disengaged stakeholders who fail to see the value added by technology.This volume is titled Digital Corporate Communication in recognition of these omnipresent, significant and fast-changing influences, both positive and negative, of digital technologies on the communication profession and on the external economic, cultural and societal forces shaping it. Despite this, academic studies to date have not been well integrated into a coherent research perspective. This Handbook argues that current theorizing on digitalization in the corporate communication literature has...

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Online-Kommunikation und Social Media

Winkler

Pleil

2021

Handbuch Der Public Relations

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9 Public relations and social media

Cited by 4 publications

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Brand heritage on Twitter: a text-mining stereotype content perspective

Brand heritage on Twitter: a text-mining stereotype content perspective

Introduction to the Handbook on Digital Corporate Communication

Online-Kommunikation und Social Media

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