Holistic Dialogical Corporate Communications in the Food Retailing Industry: The Importance of Conscious Communication in Social Networks

Abstract

ABSTRACT Conscious Communication, or Corporate Social Responsibility Communication, which is the communication about corporate engagement and activities, has received growing attention. This study analyzes the communication of two companies in the German food retailing industry: ALDI Süd and Alnatura. Quantitative data allow for an analysis of the general social media presence of the companies, user interactivity, and corporate choices with regard to social media communication. The results show that Alnatura pursues a clear and consistent communication strategy on social media. The organic food retailer boasts a strong, active, and involved fan-community and performs better than ALDI Süd in manifold categories, especially when it comes to interactivity and content. The findings concerning Instagram in particular underscore high levels of corporate engagement as well as the strong participation of users in the dialogue on sustainable topics.