Pub Date : 2023-04-27DOI: 10.1080/1553118x.2023.2204295
Javid Iqbal, Farzana Masroor
{"title":"Projecting the Chinese language as a power tool in the discourse on the China-Pakistan Economic Corridor (CPEC)","authors":"Javid Iqbal, Farzana Masroor","doi":"10.1080/1553118x.2023.2204295","DOIUrl":"https://doi.org/10.1080/1553118x.2023.2204295","url":null,"abstract":"","PeriodicalId":39017,"journal":{"name":"International Journal of Strategic Communication","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-04-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49369099","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-02-21DOI: 10.1080/1553118X.2022.2142589
S. Kim, María E. Len-Ríos
ABSTRACT This study explores the discourse on the Facebook page of the Embassy of the Republic of Korea in the United States and discusses how the ROK Embassy constructs its public diplomacy by highlighting its international role and its ROK-U.S. relationship. This research conducted a simple content analysis and a discourse analysis to study 182 posts published on the Embassy’s Facebook page in Korean, English or both between October 25, 2019, and October 25, 2020. Results indicate that different languages can be strategically used to communicate with different audiences, though sometimes such communication was exclusionary. Importantly, the activities of the ambassador showcased the areas where the host country draws its strongest relations. History and global challenges such as COVID-19 play critical roles in understanding the ROK-U.S. relationship and their shared interests as strategic partners. This research shows that use of social media, in this case Facebook, requires various considerations in terms of strategic communication to boost relationships with strategic partners and the global reputation of a country.
{"title":"A Discourse Analysis of the South Korean Embassy’s Facebook Page and Communicating Its Role in Strategic Relationships","authors":"S. Kim, María E. Len-Ríos","doi":"10.1080/1553118X.2022.2142589","DOIUrl":"https://doi.org/10.1080/1553118X.2022.2142589","url":null,"abstract":"ABSTRACT This study explores the discourse on the Facebook page of the Embassy of the Republic of Korea in the United States and discusses how the ROK Embassy constructs its public diplomacy by highlighting its international role and its ROK-U.S. relationship. This research conducted a simple content analysis and a discourse analysis to study 182 posts published on the Embassy’s Facebook page in Korean, English or both between October 25, 2019, and October 25, 2020. Results indicate that different languages can be strategically used to communicate with different audiences, though sometimes such communication was exclusionary. Importantly, the activities of the ambassador showcased the areas where the host country draws its strongest relations. History and global challenges such as COVID-19 play critical roles in understanding the ROK-U.S. relationship and their shared interests as strategic partners. This research shows that use of social media, in this case Facebook, requires various considerations in terms of strategic communication to boost relationships with strategic partners and the global reputation of a country.","PeriodicalId":39017,"journal":{"name":"International Journal of Strategic Communication","volume":"17 1","pages":"97 - 112"},"PeriodicalIF":0.0,"publicationDate":"2023-02-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47176714","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-02-17DOI: 10.1080/1553118X.2022.2152341
Brandon C. Boatwright, Karen Freberg
ABSTRACT Despite a growing body of research around social media influencers (SMIs), relatively few studies have sought to examine the role of corporate influencers, or employees that act in the name of the organizational brand and positively influence its perception among publics and stakeholders. Even fewer have extended the study of SMIs beyond social media to include additional online or offline modalities. Addressing these gaps, this manuscript adopts a case study approach of Peloton instructors as multi-modal corporate influencers. Through in-depth interviews with current Peloton users, this study identified several themes regarding how Peloton instructors engage, build community, and help with the branding of Peloton. Results from this study suggest that when corporate influencers adopt a multi-modal approach that extends beyond social media, their potential to exert greater influence on external organizational stakeholders is enhanced.
{"title":"Exploring the Value of Multi-Modal Corporate Influencers: A Case Study of Peloton Instructors’ Engagement, Community Building, and Branding Functions","authors":"Brandon C. Boatwright, Karen Freberg","doi":"10.1080/1553118X.2022.2152341","DOIUrl":"https://doi.org/10.1080/1553118X.2022.2152341","url":null,"abstract":"ABSTRACT Despite a growing body of research around social media influencers (SMIs), relatively few studies have sought to examine the role of corporate influencers, or employees that act in the name of the organizational brand and positively influence its perception among publics and stakeholders. Even fewer have extended the study of SMIs beyond social media to include additional online or offline modalities. Addressing these gaps, this manuscript adopts a case study approach of Peloton instructors as multi-modal corporate influencers. Through in-depth interviews with current Peloton users, this study identified several themes regarding how Peloton instructors engage, build community, and help with the branding of Peloton. Results from this study suggest that when corporate influencers adopt a multi-modal approach that extends beyond social media, their potential to exert greater influence on external organizational stakeholders is enhanced.","PeriodicalId":39017,"journal":{"name":"International Journal of Strategic Communication","volume":"17 1","pages":"134 - 150"},"PeriodicalIF":0.0,"publicationDate":"2023-02-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49228573","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-02-17DOI: 10.1080/1553118X.2023.2166511
Mona Agerholm Andersen, Helle Eskesen Gode
ABSTRACT This article contributes to the emerging research on employees’ communication roles and responsibility. The article explores how and why employees act as responsible communicators while shifting between different roles in an ideation process on internal social media. The empirical material consists of online observations of employee ideation on internal social media and 14 interviews with employees in a Danish knowledge-intensive organization. Drawing on identity work and discourse analysis, this article analyzes the different roles that employees enact, shift and position themselves in when generating ideas on internal social media. The analysis identified eight different communication roles: Diplomat, Expert, Forecaster, Veteran, Facilitator, Investigator, Skeptic, and Apprentice. The role framework provides new knowledge on the diversity and characteristics of employees’ roles on a micro-level and how they complement each other in driving the ideation process forward. This framework may provide managers with an analytical lens to identify potential challenges related to role enactment at different stages of the process. Awareness of the different roles and their significance for the process may also encourage employees to overcome barriers such as insecurity and fear of critical reactions from their colleagues when they generate ideas online in a context of volatility, uncertainty, complexity and ambiguity.
{"title":"How Employees’ Roles and Communication Responsibility Play a Role in an Ideation Process on Internal Social Media","authors":"Mona Agerholm Andersen, Helle Eskesen Gode","doi":"10.1080/1553118X.2023.2166511","DOIUrl":"https://doi.org/10.1080/1553118X.2023.2166511","url":null,"abstract":"ABSTRACT This article contributes to the emerging research on employees’ communication roles and responsibility. The article explores how and why employees act as responsible communicators while shifting between different roles in an ideation process on internal social media. The empirical material consists of online observations of employee ideation on internal social media and 14 interviews with employees in a Danish knowledge-intensive organization. Drawing on identity work and discourse analysis, this article analyzes the different roles that employees enact, shift and position themselves in when generating ideas on internal social media. The analysis identified eight different communication roles: Diplomat, Expert, Forecaster, Veteran, Facilitator, Investigator, Skeptic, and Apprentice. The role framework provides new knowledge on the diversity and characteristics of employees’ roles on a micro-level and how they complement each other in driving the ideation process forward. This framework may provide managers with an analytical lens to identify potential challenges related to role enactment at different stages of the process. Awareness of the different roles and their significance for the process may also encourage employees to overcome barriers such as insecurity and fear of critical reactions from their colleagues when they generate ideas online in a context of volatility, uncertainty, complexity and ambiguity.","PeriodicalId":39017,"journal":{"name":"International Journal of Strategic Communication","volume":"17 1","pages":"75 - 96"},"PeriodicalIF":0.0,"publicationDate":"2023-02-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46519097","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-02-15DOI: 10.1080/1553118X.2022.2144324
A. Baltz
ABSTRACT Social media, particularly its more social aspects, can be challenging for organizations. In this article local governments’ communication on Facebook is used as a case study and analyzed through a mixed methods approach, utilizing distant and close readings of 50,000 Facebook posts from 23 Swedish local governments. The aim is to investigate patterns in both content and style with a particular focus on social interaction, drawing on a neo-institutional approach and the idea that communication can play an explicit social function. The findings suggest that local governments used Facebook mainly to inform citizens, whereas dialogue and discussion were directed elsewhere. When local governments translate social media into practice, it seems to be done in line with established channels and ways of communicating. These findings underline the need to understand local governments’ use of social media in relation to concepts such as openness and control, where attempts are made to control an uncontrollable online environment. Another key finding is that local governments seemed to post when there was very little or nothing to say; they posted about the mundane, trivial, and ordinary. These findings indicate an adaptation of the language and discourse of social media which contrasts with bureaucratic language.
{"title":"What’s so Social about Facebook? Distant Reading of Swedish Local Government Facebook Pages, 2010-2017","authors":"A. Baltz","doi":"10.1080/1553118X.2022.2144324","DOIUrl":"https://doi.org/10.1080/1553118X.2022.2144324","url":null,"abstract":"ABSTRACT Social media, particularly its more social aspects, can be challenging for organizations. In this article local governments’ communication on Facebook is used as a case study and analyzed through a mixed methods approach, utilizing distant and close readings of 50,000 Facebook posts from 23 Swedish local governments. The aim is to investigate patterns in both content and style with a particular focus on social interaction, drawing on a neo-institutional approach and the idea that communication can play an explicit social function. The findings suggest that local governments used Facebook mainly to inform citizens, whereas dialogue and discussion were directed elsewhere. When local governments translate social media into practice, it seems to be done in line with established channels and ways of communicating. These findings underline the need to understand local governments’ use of social media in relation to concepts such as openness and control, where attempts are made to control an uncontrollable online environment. Another key finding is that local governments seemed to post when there was very little or nothing to say; they posted about the mundane, trivial, and ordinary. These findings indicate an adaptation of the language and discourse of social media which contrasts with bureaucratic language.","PeriodicalId":39017,"journal":{"name":"International Journal of Strategic Communication","volume":"17 1","pages":"113 - 133"},"PeriodicalIF":0.0,"publicationDate":"2023-02-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49065378","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-26DOI: 10.1080/1553118X.2022.2137674
Matthew H. Goldberg, Abel Gustafson
ABSTRACT Decades of research on strategic communication campaigns has generated myriad insights. However, this valuable knowledge is often fragmented across many fields and topic areas, making it difficult for researchers and practitioners to distill this knowledge and map the key strategic considerations. In this article, we present an overarching framework for understanding the effects of strategic communication campaigns. We define the driving force as all the efforts, contexts, and systems that advance the campaign’s goals, and the restraining force as those that restrict the campaign’s goals. The total impact of any driving or restraining force can be understood as the product of its reach, effect, and durability. Reach refers to the proportion of people in the target population that are exposed to the corresponding driving or restraining force. Effect refers to the size of the impact of that force, among those who are exposed. Durability refers to the extent to which the effect of that force lasts over time and/or resists opposing forces. We highlight how this framework can be used to distill, connect, and interpret large amounts of extant research and theory, and how it can be used by researchers to design research programs and identify persisting knowledge gaps.
{"title":"A Framework for Understanding the Effects of Strategic Communication Campaigns","authors":"Matthew H. Goldberg, Abel Gustafson","doi":"10.1080/1553118X.2022.2137674","DOIUrl":"https://doi.org/10.1080/1553118X.2022.2137674","url":null,"abstract":"ABSTRACT Decades of research on strategic communication campaigns has generated myriad insights. However, this valuable knowledge is often fragmented across many fields and topic areas, making it difficult for researchers and practitioners to distill this knowledge and map the key strategic considerations. In this article, we present an overarching framework for understanding the effects of strategic communication campaigns. We define the driving force as all the efforts, contexts, and systems that advance the campaign’s goals, and the restraining force as those that restrict the campaign’s goals. The total impact of any driving or restraining force can be understood as the product of its reach, effect, and durability. Reach refers to the proportion of people in the target population that are exposed to the corresponding driving or restraining force. Effect refers to the size of the impact of that force, among those who are exposed. Durability refers to the extent to which the effect of that force lasts over time and/or resists opposing forces. We highlight how this framework can be used to distill, connect, and interpret large amounts of extant research and theory, and how it can be used by researchers to design research programs and identify persisting knowledge gaps.","PeriodicalId":39017,"journal":{"name":"International Journal of Strategic Communication","volume":"17 1","pages":"1 - 20"},"PeriodicalIF":0.0,"publicationDate":"2022-12-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45441384","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-26DOI: 10.1080/1553118X.2022.2127358
Maja Svenbro, Misse Wester
ABSTRACT Governments exercise power over the public in many ways. One clear example is during societal crises when government agencies engage in purposeful strategic communication, issue restrictions and recommendations, and rely on people’s compliance to reach response objectives and meet needs in society. Here, issues of authority and legitimacy are crucial. In this study, we are interested in how this power is configured, and we analyze different dimensions of legitimacy in the strategic communication employed by government agencies during the Covid-19 pandemic. Drawing on empirical data from Q&A sessions of daily press briefings, we examine how the pragmatic, moral, and cognitive legitimacy was challenged and defended in the interactive process between government agencies and journalists. Our analysis shows how all three dimensions of legitimacy co-exist and reinforce one another. However, considerable weight can be ascribed to the pragmatic dimension in this process of legitimation, in which government agencies rely on knowledge-based descriptions (there is) combined with imperatives regarding what needs to be done (we must). This empirical contribution improves our understanding of both the legitimacy concept and how strategic communication is central to the exercise of contemporary government power, which relies on processes of legitimation.
{"title":"Examining Legitimacy in Government Agencies’ Crisis Communication","authors":"Maja Svenbro, Misse Wester","doi":"10.1080/1553118X.2022.2127358","DOIUrl":"https://doi.org/10.1080/1553118X.2022.2127358","url":null,"abstract":"ABSTRACT Governments exercise power over the public in many ways. One clear example is during societal crises when government agencies engage in purposeful strategic communication, issue restrictions and recommendations, and rely on people’s compliance to reach response objectives and meet needs in society. Here, issues of authority and legitimacy are crucial. In this study, we are interested in how this power is configured, and we analyze different dimensions of legitimacy in the strategic communication employed by government agencies during the Covid-19 pandemic. Drawing on empirical data from Q&A sessions of daily press briefings, we examine how the pragmatic, moral, and cognitive legitimacy was challenged and defended in the interactive process between government agencies and journalists. Our analysis shows how all three dimensions of legitimacy co-exist and reinforce one another. However, considerable weight can be ascribed to the pragmatic dimension in this process of legitimation, in which government agencies rely on knowledge-based descriptions (there is) combined with imperatives regarding what needs to be done (we must). This empirical contribution improves our understanding of both the legitimacy concept and how strategic communication is central to the exercise of contemporary government power, which relies on processes of legitimation.","PeriodicalId":39017,"journal":{"name":"International Journal of Strategic Communication","volume":"17 1","pages":"54 - 73"},"PeriodicalIF":0.0,"publicationDate":"2022-12-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44386956","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-26DOI: 10.1080/1553118X.2022.2138404
A. Krishna, Soojin Kim
ABSTRACT Relationships between an organization and its key strategic publics form a central construct of study in strategic communication and public relations literature. The present study draws upon strategic communication, consumer psychology, and political science literature to explore a relatively understudied phenomenon, i.e., publics’ relationship dissolution intentions, specifically in the context of political party-voter relationships. This study examined the roles of party identification and political cynicism in predicting individuals’ relationship dissolution intentions with their political party upon learning of misconduct allegations against their political party. An online survey was conducted in February 2019 among Australians to examine the linkages between their political cynicism, party identification, distrust and perceived moral inequity, and attendant relationship dissolution intentions. The results revealed that individuals’ strength of party identification mitigated their negative evaluation of the alleged misconduct, whereas political cynicism increased it. Perceived moral inequity was found to positively impact voters’ distrust of the political party, which increased their relationship dissolution intentions. Implications for strategic communication and political communication are discussed.
{"title":"Understanding Australian Voters’ Reactions to Allegations of Political Party Misconduct: The Role of Party Identification","authors":"A. Krishna, Soojin Kim","doi":"10.1080/1553118X.2022.2138404","DOIUrl":"https://doi.org/10.1080/1553118X.2022.2138404","url":null,"abstract":"ABSTRACT Relationships between an organization and its key strategic publics form a central construct of study in strategic communication and public relations literature. The present study draws upon strategic communication, consumer psychology, and political science literature to explore a relatively understudied phenomenon, i.e., publics’ relationship dissolution intentions, specifically in the context of political party-voter relationships. This study examined the roles of party identification and political cynicism in predicting individuals’ relationship dissolution intentions with their political party upon learning of misconduct allegations against their political party. An online survey was conducted in February 2019 among Australians to examine the linkages between their political cynicism, party identification, distrust and perceived moral inequity, and attendant relationship dissolution intentions. The results revealed that individuals’ strength of party identification mitigated their negative evaluation of the alleged misconduct, whereas political cynicism increased it. Perceived moral inequity was found to positively impact voters’ distrust of the political party, which increased their relationship dissolution intentions. Implications for strategic communication and political communication are discussed.","PeriodicalId":39017,"journal":{"name":"International Journal of Strategic Communication","volume":"17 1","pages":"21 - 38"},"PeriodicalIF":0.0,"publicationDate":"2022-12-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48313464","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-22DOI: 10.1080/1553118X.2022.2135098
Nora Denner, Benno Viererbl, Thomas Koch
ABSTRACT Misinformation is becoming an increasing problem for organizations. Therefore, it is important for organizations to decide how to react to false or inaccurate information and “fake news,” as it can potentially harm the public’s perception of organizations. In deciding how to react, organizations must also consider the frequency of corrections and rectifications. Here we argue that issuing more frequent corrections has both positive and negative effects on the perception of an organization’s trustworthiness. Using an experimental design, we uncover two counteracting effects evoked by repeated corrections. Although a high frequency of corrections directly increases organizational trust, the negative indirect effects of persuasion knowledge and reactance decrease organizational trust. In the case of a single correction of misinformation, these negative indirect effects do not occur and the positive direct effect on organizational trust prevails. This study therefore provides important insights for organizations. First, the findings emphasize the need for organizations to respond to misinformation to maintain the public’s perception of them, and second, corrections of misinformation should not be used to a great extent, but rather in a thoughtful and purposeful manner.
{"title":"Effects of Repeated Corrections of Misinformation on Organizational Trust: More is Not Always Better","authors":"Nora Denner, Benno Viererbl, Thomas Koch","doi":"10.1080/1553118X.2022.2135098","DOIUrl":"https://doi.org/10.1080/1553118X.2022.2135098","url":null,"abstract":"ABSTRACT Misinformation is becoming an increasing problem for organizations. Therefore, it is important for organizations to decide how to react to false or inaccurate information and “fake news,” as it can potentially harm the public’s perception of organizations. In deciding how to react, organizations must also consider the frequency of corrections and rectifications. Here we argue that issuing more frequent corrections has both positive and negative effects on the perception of an organization’s trustworthiness. Using an experimental design, we uncover two counteracting effects evoked by repeated corrections. Although a high frequency of corrections directly increases organizational trust, the negative indirect effects of persuasion knowledge and reactance decrease organizational trust. In the case of a single correction of misinformation, these negative indirect effects do not occur and the positive direct effect on organizational trust prevails. This study therefore provides important insights for organizations. First, the findings emphasize the need for organizations to respond to misinformation to maintain the public’s perception of them, and second, corrections of misinformation should not be used to a great extent, but rather in a thoughtful and purposeful manner.","PeriodicalId":39017,"journal":{"name":"International Journal of Strategic Communication","volume":"17 1","pages":"39 - 53"},"PeriodicalIF":0.0,"publicationDate":"2022-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46569395","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-10-20DOI: 10.1080/1553118X.2022.2107527
D. Pinto, Teresa Ruão, R. Jose, Ricardo Pessoa
ABSTRACT The high competitiveness of the corporate sector requires a strategic communication approach to bring brands closer to consumers. In this context, brand communities (BCs) can be an interesting asset for brands. This article uses the example of motorcycle brands to analyze how BCs on social media can enhance the strategic dimension of brand communication. For this purpose, nine company representatives were interviewed, who represented 16 motorcycle brands. The data were examined using qualitative content analysis. Overall, the results suggest that motorcycle brand communication is increasingly digital and does not explicitly recognize BCs as a strategic target. However, several advantages are ascribed to approaching BCs as part of a communication strategy (e.g., stimulating brand loyalty or brand satisfaction) and to interacting with BCs as social groups (e.g., encouraging feelings of belongingness or sharing of information). Concerning online BCs, the results show that managers perceived using social applications as beneficial, increasing brand promotion, saving time, and improving communication. These findings could inspire companies to make the best of BCs and develop new and relevant communication strategies through online apps that will increase brand satisfaction and, consequently, brand profits.
{"title":"The Hidden Value of Brand Communities for Strategic Communication: A Qualitative Study of Motorcycle Companies in Portugal","authors":"D. Pinto, Teresa Ruão, R. Jose, Ricardo Pessoa","doi":"10.1080/1553118X.2022.2107527","DOIUrl":"https://doi.org/10.1080/1553118X.2022.2107527","url":null,"abstract":"ABSTRACT The high competitiveness of the corporate sector requires a strategic communication approach to bring brands closer to consumers. In this context, brand communities (BCs) can be an interesting asset for brands. This article uses the example of motorcycle brands to analyze how BCs on social media can enhance the strategic dimension of brand communication. For this purpose, nine company representatives were interviewed, who represented 16 motorcycle brands. The data were examined using qualitative content analysis. Overall, the results suggest that motorcycle brand communication is increasingly digital and does not explicitly recognize BCs as a strategic target. However, several advantages are ascribed to approaching BCs as part of a communication strategy (e.g., stimulating brand loyalty or brand satisfaction) and to interacting with BCs as social groups (e.g., encouraging feelings of belongingness or sharing of information). Concerning online BCs, the results show that managers perceived using social applications as beneficial, increasing brand promotion, saving time, and improving communication. These findings could inspire companies to make the best of BCs and develop new and relevant communication strategies through online apps that will increase brand satisfaction and, consequently, brand profits.","PeriodicalId":39017,"journal":{"name":"International Journal of Strategic Communication","volume":"16 1","pages":"722 - 741"},"PeriodicalIF":0.0,"publicationDate":"2022-10-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47312606","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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