Pub Date : 2024-08-12DOI: 10.1108/ccij-12-2023-0181
Gareth Thompson
PurposeThis paper is intended as an original contribution to researching ESG from a PR perspective, as well as offering a case study of the use of letters as a mode of corporate communication.Design/methodology/approachThe methodology is interdisciplinary but is centred on a critical discourse analysis of the organizational rhetoric on ESG in the annual letters of BlackRock CEO Larry Fink from 2018 to 2023. The article also considers the content of the BlackRock letters alongside the campaign rhetoric deployed by opponents to ESG over the same period.FindingsThe analysis of the letters showed up a difference in tempo and tone between the courteous, collaborative and somewhat “corporate” style of text in the Fink letters and the more urgent and confrontational tone of opponents that adopted a populist line of argumentation against ESG in general and Larry Fink and BlackRock in particular.Practical implicationsWhile advantages can accrue to CEOs and corporations for speaking out on issues, there are also perils awaiting in the contemporary environment for opinion. The findings suggest it is also important to gauge the intensity of cultural and political division in society when speaking out on contentious issues and make a judgement on whether to proceed based on that analysis. Moreover, in countries where the middle ground of public opinion has eroded, ideology and cultural affiliations can prevail instead of openness to argument and counter-argument on topics such as climate change.Originality/valueThe paper presents a fresh case study of a CEO who has been prominent in shaping the discourse on ESG, which has itself become is a matter of contemporary relevance to public relations. The findings offer original insights that are additive to existing guidance and criteria for CEOs deciding to speak out on issues on behalf of their organizations.
{"title":"Letters as organizational rhetoric on environmental social and governance (ESG): the case of Larry Fink and BlackRock from 2018 to 2023","authors":"Gareth Thompson","doi":"10.1108/ccij-12-2023-0181","DOIUrl":"https://doi.org/10.1108/ccij-12-2023-0181","url":null,"abstract":"PurposeThis paper is intended as an original contribution to researching ESG from a PR perspective, as well as offering a case study of the use of letters as a mode of corporate communication.Design/methodology/approachThe methodology is interdisciplinary but is centred on a critical discourse analysis of the organizational rhetoric on ESG in the annual letters of BlackRock CEO Larry Fink from 2018 to 2023. The article also considers the content of the BlackRock letters alongside the campaign rhetoric deployed by opponents to ESG over the same period.FindingsThe analysis of the letters showed up a difference in tempo and tone between the courteous, collaborative and somewhat “corporate” style of text in the Fink letters and the more urgent and confrontational tone of opponents that adopted a populist line of argumentation against ESG in general and Larry Fink and BlackRock in particular.Practical implicationsWhile advantages can accrue to CEOs and corporations for speaking out on issues, there are also perils awaiting in the contemporary environment for opinion. The findings suggest it is also important to gauge the intensity of cultural and political division in society when speaking out on contentious issues and make a judgement on whether to proceed based on that analysis. Moreover, in countries where the middle ground of public opinion has eroded, ideology and cultural affiliations can prevail instead of openness to argument and counter-argument on topics such as climate change.Originality/valueThe paper presents a fresh case study of a CEO who has been prominent in shaping the discourse on ESG, which has itself become is a matter of contemporary relevance to public relations. The findings offer original insights that are additive to existing guidance and criteria for CEOs deciding to speak out on issues on behalf of their organizations.","PeriodicalId":504506,"journal":{"name":"Corporate Communications: An International Journal","volume":"30 10","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-08-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141919225","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 : 2024-08-12DOI: 10.1108/ccij-12-2023-0181
Gareth Thompson
PurposeThis paper is intended as an original contribution to researching ESG from a PR perspective, as well as offering a case study of the use of letters as a mode of corporate communication.Design/methodology/approachThe methodology is interdisciplinary but is centred on a critical discourse analysis of the organizational rhetoric on ESG in the annual letters of BlackRock CEO Larry Fink from 2018 to 2023. The article also considers the content of the BlackRock letters alongside the campaign rhetoric deployed by opponents to ESG over the same period.FindingsThe analysis of the letters showed up a difference in tempo and tone between the courteous, collaborative and somewhat “corporate” style of text in the Fink letters and the more urgent and confrontational tone of opponents that adopted a populist line of argumentation against ESG in general and Larry Fink and BlackRock in particular.Practical implicationsWhile advantages can accrue to CEOs and corporations for speaking out on issues, there are also perils awaiting in the contemporary environment for opinion. The findings suggest it is also important to gauge the intensity of cultural and political division in society when speaking out on contentious issues and make a judgement on whether to proceed based on that analysis. Moreover, in countries where the middle ground of public opinion has eroded, ideology and cultural affiliations can prevail instead of openness to argument and counter-argument on topics such as climate change.Originality/valueThe paper presents a fresh case study of a CEO who has been prominent in shaping the discourse on ESG, which has itself become is a matter of contemporary relevance to public relations. The findings offer original insights that are additive to existing guidance and criteria for CEOs deciding to speak out on issues on behalf of their organizations.
{"title":"Letters as organizational rhetoric on environmental social and governance (ESG): the case of Larry Fink and BlackRock from 2018 to 2023","authors":"Gareth Thompson","doi":"10.1108/ccij-12-2023-0181","DOIUrl":"https://doi.org/10.1108/ccij-12-2023-0181","url":null,"abstract":"PurposeThis paper is intended as an original contribution to researching ESG from a PR perspective, as well as offering a case study of the use of letters as a mode of corporate communication.Design/methodology/approachThe methodology is interdisciplinary but is centred on a critical discourse analysis of the organizational rhetoric on ESG in the annual letters of BlackRock CEO Larry Fink from 2018 to 2023. The article also considers the content of the BlackRock letters alongside the campaign rhetoric deployed by opponents to ESG over the same period.FindingsThe analysis of the letters showed up a difference in tempo and tone between the courteous, collaborative and somewhat “corporate” style of text in the Fink letters and the more urgent and confrontational tone of opponents that adopted a populist line of argumentation against ESG in general and Larry Fink and BlackRock in particular.Practical implicationsWhile advantages can accrue to CEOs and corporations for speaking out on issues, there are also perils awaiting in the contemporary environment for opinion. The findings suggest it is also important to gauge the intensity of cultural and political division in society when speaking out on contentious issues and make a judgement on whether to proceed based on that analysis. Moreover, in countries where the middle ground of public opinion has eroded, ideology and cultural affiliations can prevail instead of openness to argument and counter-argument on topics such as climate change.Originality/valueThe paper presents a fresh case study of a CEO who has been prominent in shaping the discourse on ESG, which has itself become is a matter of contemporary relevance to public relations. The findings offer original insights that are additive to existing guidance and criteria for CEOs deciding to speak out on issues on behalf of their organizations.","PeriodicalId":504506,"journal":{"name":"Corporate Communications: An International Journal","volume":"8 51","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-08-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141919477","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 : 2024-07-29DOI: 10.1108/ccij-04-2024-0054
N. Simeunović Bajić, Ilija Milosavljevic, Marina Tuneva, Vyara Angelova
PurposeThis paper seeks to analyze how local media in Serbia, North Macedonia and Bulgaria have integrated digital technologies and tools into their work and corporate communication during the pandemic.Design/methodology/approachThe methodology used in the research is based on a qualitative approach reflected in the use of semi-structured interviews with 26 media professionals. The research questions were: (1) In terms of their use of digital technologies, what are the differences and similarities between Serbia, Bulgaria and North Macedonia? (2) How did the local media digitize their work and internal communication during the state of emergency in the target countries? (3) Is there a digital divide between local and national media?FindingsThe results show changes in the work conditions for local media during the pandemic, both regarding the needs of the public and media professionals, along with a greater call for the integration of digital technologies and tools relative to the pre-pandemic period. The integration of digital technologies into local media’s daily work and the mechanisms in which they can change the way of reporting, production and work environment in this part of the world has been underresearched.Research limitations/implicationsThis research is limited by the number of interviewed media professionals as well as the negative consequences of the COVID-19 pandemic. The results can be the basis for broader research on local media in Balkan countries that have not been the focus of academics so far.Originality/valueThe study looks at how digital technologies are integrated into media production processes as well as into internal strategic communication and work organization under the influence and conditions of the pandemic. This type of analysis has not yet been carried out in any of the three countries, and it is especially pertinent because it compares data from nations that are culturally similar yet have distinct political, social, and digital development and features. In addition to that, the study focuses on the impact of local media and thus contributes to theory further, as the impact of local media has been underresearched internationally despite its large influence on public opinion formation.
{"title":"Challenges of strategic digital communications in local media industries during the COVID-19 pandemic in Serbia, North Macedonia and Bulgaria","authors":"N. Simeunović Bajić, Ilija Milosavljevic, Marina Tuneva, Vyara Angelova","doi":"10.1108/ccij-04-2024-0054","DOIUrl":"https://doi.org/10.1108/ccij-04-2024-0054","url":null,"abstract":"PurposeThis paper seeks to analyze how local media in Serbia, North Macedonia and Bulgaria have integrated digital technologies and tools into their work and corporate communication during the pandemic.Design/methodology/approachThe methodology used in the research is based on a qualitative approach reflected in the use of semi-structured interviews with 26 media professionals. The research questions were: (1) In terms of their use of digital technologies, what are the differences and similarities between Serbia, Bulgaria and North Macedonia? (2) How did the local media digitize their work and internal communication during the state of emergency in the target countries? (3) Is there a digital divide between local and national media?FindingsThe results show changes in the work conditions for local media during the pandemic, both regarding the needs of the public and media professionals, along with a greater call for the integration of digital technologies and tools relative to the pre-pandemic period. The integration of digital technologies into local media’s daily work and the mechanisms in which they can change the way of reporting, production and work environment in this part of the world has been underresearched.Research limitations/implicationsThis research is limited by the number of interviewed media professionals as well as the negative consequences of the COVID-19 pandemic. The results can be the basis for broader research on local media in Balkan countries that have not been the focus of academics so far.Originality/valueThe study looks at how digital technologies are integrated into media production processes as well as into internal strategic communication and work organization under the influence and conditions of the pandemic. This type of analysis has not yet been carried out in any of the three countries, and it is especially pertinent because it compares data from nations that are culturally similar yet have distinct political, social, and digital development and features. In addition to that, the study focuses on the impact of local media and thus contributes to theory further, as the impact of local media has been underresearched internationally despite its large influence on public opinion formation.","PeriodicalId":504506,"journal":{"name":"Corporate Communications: An International Journal","volume":"24 6","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141796606","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 : 2024-07-29DOI: 10.1108/ccij-02-2023-0016
T. Offerdal
PurposeThis paper investigates the relationship between prior planning and the practical adaptation and improvisation conducted by organizations during the COVID-19 pandemic through a qualitative case study of Norwegian Public Health Institutions.Design/methodology/approachThis paper draws on a unique set of qualitative data, interviews and field observations, gathered from organizations during an ongoing crisis. Through this access it becomes possible to examine how organizations practically navigated the complex relationship between structured plans and the situational, short term forms of crisis communication.FindingsThe paper finds that prior plans played a key role as points of reference, and as a prior set of principles that could be drawn on during a crisis. Organizations did however have to adapt and respond to the crisis in ways that could not have been designed in advance. In order to do so employees would deliberate and discuss in search of a fitting response that could help them in reaching their goals.Originality/valueThe paper builds on prior work that has discussed limitations and challenges to planning and linear approaches in crisis communication and strategic communication, but provides empirical insight into how members of organizations navigate this work in practice. By employing theories from rhetoric it provides a framework for the further study of crisis communication as a practical ongoing activity, and provides some suggested implications for how organizations can prepare increase crisis preparedness.
{"title":"A limit to how much you can plan – planned and improvised strategic communication during COVID-19","authors":"T. Offerdal","doi":"10.1108/ccij-02-2023-0016","DOIUrl":"https://doi.org/10.1108/ccij-02-2023-0016","url":null,"abstract":"PurposeThis paper investigates the relationship between prior planning and the practical adaptation and improvisation conducted by organizations during the COVID-19 pandemic through a qualitative case study of Norwegian Public Health Institutions.Design/methodology/approachThis paper draws on a unique set of qualitative data, interviews and field observations, gathered from organizations during an ongoing crisis. Through this access it becomes possible to examine how organizations practically navigated the complex relationship between structured plans and the situational, short term forms of crisis communication.FindingsThe paper finds that prior plans played a key role as points of reference, and as a prior set of principles that could be drawn on during a crisis. Organizations did however have to adapt and respond to the crisis in ways that could not have been designed in advance. In order to do so employees would deliberate and discuss in search of a fitting response that could help them in reaching their goals.Originality/valueThe paper builds on prior work that has discussed limitations and challenges to planning and linear approaches in crisis communication and strategic communication, but provides empirical insight into how members of organizations navigate this work in practice. By employing theories from rhetoric it provides a framework for the further study of crisis communication as a practical ongoing activity, and provides some suggested implications for how organizations can prepare increase crisis preparedness.","PeriodicalId":504506,"journal":{"name":"Corporate Communications: An International Journal","volume":"9 6","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141796383","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 : 2024-07-29DOI: 10.1108/ccij-01-2024-0011
Marko Selaković, Nikolina Ljepava, Noushin Bagheri, Riad Al Chami
PurposeThe purpose of the study is to examine the relevance and application of green communication in management of the risks associated with moral outrage inducing crises. The study aims to identify how green communication mitigates both crisis risks and moral outrage. Additionally, the research discusses ethical and unethical green communication practices in the context of their impact on relationships between organizations and stakeholders during the crisis.Design/methodology/approachThe study is designed as exploratory research. Available English-language journal articles and conference proceedings have been examined to investigate the role of green communications in crisis response contexts. The application of the search criteria and initial filtering yielded a total of 139 publications for further analysis. Following a detailed review and subsequent filtering, the final sample of 66 unique cases has been selected and analyzed in the context of Situational Crisis Communication Theory.FindingsThe systematic review and document analysis indicated multitude of significances of green communications in the context of the updated Situational Crisis Communication Theory. Moreover, a novel phenomenon has been identified: greenbleaching is exaggerated or fabricated usage of green communication to mitigate risks in the organizational crises caused by ESG-unrelated factors or events.Originality/valueThis study offers greenbleaching as a novel concept. Moreover, this is the first research that examines unethical green communication in the context of moral outrage inducing crises. Insights for researchers and practitioners regarding sustainability communication, green communication, and crisis communication ethics are also incorporated.
{"title":"From greenwashing to greenbleaching: green communication and mitigating moral outrage in the context of revisited situational crisis communication theory","authors":"Marko Selaković, Nikolina Ljepava, Noushin Bagheri, Riad Al Chami","doi":"10.1108/ccij-01-2024-0011","DOIUrl":"https://doi.org/10.1108/ccij-01-2024-0011","url":null,"abstract":"PurposeThe purpose of the study is to examine the relevance and application of green communication in management of the risks associated with moral outrage inducing crises. The study aims to identify how green communication mitigates both crisis risks and moral outrage. Additionally, the research discusses ethical and unethical green communication practices in the context of their impact on relationships between organizations and stakeholders during the crisis.Design/methodology/approachThe study is designed as exploratory research. Available English-language journal articles and conference proceedings have been examined to investigate the role of green communications in crisis response contexts. The application of the search criteria and initial filtering yielded a total of 139 publications for further analysis. Following a detailed review and subsequent filtering, the final sample of 66 unique cases has been selected and analyzed in the context of Situational Crisis Communication Theory.FindingsThe systematic review and document analysis indicated multitude of significances of green communications in the context of the updated Situational Crisis Communication Theory. Moreover, a novel phenomenon has been identified: greenbleaching is exaggerated or fabricated usage of green communication to mitigate risks in the organizational crises caused by ESG-unrelated factors or events.Originality/valueThis study offers greenbleaching as a novel concept. Moreover, this is the first research that examines unethical green communication in the context of moral outrage inducing crises. Insights for researchers and practitioners regarding sustainability communication, green communication, and crisis communication ethics are also incorporated.","PeriodicalId":504506,"journal":{"name":"Corporate Communications: An International Journal","volume":"24 3","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141796609","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 : 2024-07-26DOI: 10.1108/ccij-01-2024-0003
Akshita Arora, Kuldeep Singh
PurposeThe objective of this study is to assess if corporate social disclosures in a company are influenced by gender diversity at board level. We also investigate the number of women directors, who can collectively make an impact on social disclosures, by considering different numbers of women directors on the board.Design/methodology/approachWe have measured board gender diversity using the ratio of women at board and have also used two indices: the Blau-index and the Shannon-index. The social disclosure index is fetched from Bloomberg terminal. The research is quantitative and has been carried out using panel data models for estimating the linkage between board gender diversity and corporate social disclosures.FindingsOur results support the idea that women are more conscious of social concerns and that having a gender diverse board has a favourable impact on social disclosures. It also shows that when there is only one woman director on the board, she might not be able to affect social disclosures in a company; however, two or more women on board may significantly influence social disclosures.Practical implicationsThe study supports critical mass theory and has significant implications for academics, corporations and regulatory bodies. With the mandatory regulations on women directors, the study determines the significance of board gender diversity to improve policies for disseminating information of social nature.Originality/valueThe past studies have so far inspected the impact of gender diversity on financial performance, corporate social responsibility disclosures, dividend policies and corporate sustainability disclosures but have not specifically assessed the influence of gender diversity on social disclosures.
{"title":"Board gender diversity and social disclosures: some empirical evidence from Indian companies","authors":"Akshita Arora, Kuldeep Singh","doi":"10.1108/ccij-01-2024-0003","DOIUrl":"https://doi.org/10.1108/ccij-01-2024-0003","url":null,"abstract":"PurposeThe objective of this study is to assess if corporate social disclosures in a company are influenced by gender diversity at board level. We also investigate the number of women directors, who can collectively make an impact on social disclosures, by considering different numbers of women directors on the board.Design/methodology/approachWe have measured board gender diversity using the ratio of women at board and have also used two indices: the Blau-index and the Shannon-index. The social disclosure index is fetched from Bloomberg terminal. The research is quantitative and has been carried out using panel data models for estimating the linkage between board gender diversity and corporate social disclosures.FindingsOur results support the idea that women are more conscious of social concerns and that having a gender diverse board has a favourable impact on social disclosures. It also shows that when there is only one woman director on the board, she might not be able to affect social disclosures in a company; however, two or more women on board may significantly influence social disclosures.Practical implicationsThe study supports critical mass theory and has significant implications for academics, corporations and regulatory bodies. With the mandatory regulations on women directors, the study determines the significance of board gender diversity to improve policies for disseminating information of social nature.Originality/valueThe past studies have so far inspected the impact of gender diversity on financial performance, corporate social responsibility disclosures, dividend policies and corporate sustainability disclosures but have not specifically assessed the influence of gender diversity on social disclosures.","PeriodicalId":504506,"journal":{"name":"Corporate Communications: An International Journal","volume":"29 8","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141799404","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 : 2024-07-23DOI: 10.1108/ccij-09-2024-193
Martina Topić
{"title":"Editorial 29.5: Relationship building and behaviour in public relations and corporate communications","authors":"Martina Topić","doi":"10.1108/ccij-09-2024-193","DOIUrl":"https://doi.org/10.1108/ccij-09-2024-193","url":null,"abstract":"","PeriodicalId":504506,"journal":{"name":"Corporate Communications: An International Journal","volume":"128 11","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141811587","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 : 2024-06-11DOI: 10.1108/ccij-07-2024-183
Martina Topić
{"title":"Editorial 29.4: Relationship (and behavioural) leadership in public relations and corporate communications","authors":"Martina Topić","doi":"10.1108/ccij-07-2024-183","DOIUrl":"https://doi.org/10.1108/ccij-07-2024-183","url":null,"abstract":"","PeriodicalId":504506,"journal":{"name":"Corporate Communications: An International Journal","volume":"21 4","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-06-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141356349","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 : 2024-05-20DOI: 10.1108/ccij-02-2024-0038
Evi Chatzopoulou, Athanasios Poulis, Apostolos Giovanis
PurposeThis study aims to examine the impact of firm-generated content (FGC) on lesbian, gay, bisexual, transgender, queer/questioning (LGBTQ+) influencers, focussing on inclusive marketing strategies and enquires the ability of LGBTQ+ influencers to enhance brand engagement and loyalty within diverse communities.Design/methodology/approachA quantitative approach was utilized, and data was collected via social media platforms. Structural equation modelling (SEM) was employed to explore the relationships between FGC, influencer content, dimensions of place attachment and brand loyalty.FindingsAccording to the findings FGC positively influences LGBTQ+ influencers, which in turn affect in a significant way place identity and place social bonding. Both dimensions of place attachment were found to have a positive impact on brand loyalty, which indicate that LGBTQ+ influencers have an important role in enhancing brand engagement through inclusive marketing.Practical implicationsFirms in order to increase their brand loyalty and customer engagement, need to adopt inclusive marketing strategies that resonate with LGBTQ+ communities. In order to do so they need to work with LGBTQ+ influencers that can effectively communicate the brand’s commitment to diversity and inclusion, thus fostering a stronger emotional connection with the brand.Originality/valueThis study introduces a conceptual framework that highlights the mediator role of place attachment in the relationship between influencer marketing and brand loyalty. This research contributes to the existing literature by providing empirical evidence on the effectiveness of leveraging LGBTQ+ influencers in inclusive marketing campaigns.
{"title":"Enhancing brand loyalty through LGBTQ+ influencers: a study on the impact of firm-generated content in inclusive marketing strategies","authors":"Evi Chatzopoulou, Athanasios Poulis, Apostolos Giovanis","doi":"10.1108/ccij-02-2024-0038","DOIUrl":"https://doi.org/10.1108/ccij-02-2024-0038","url":null,"abstract":"PurposeThis study aims to examine the impact of firm-generated content (FGC) on lesbian, gay, bisexual, transgender, queer/questioning (LGBTQ+) influencers, focussing on inclusive marketing strategies and enquires the ability of LGBTQ+ influencers to enhance brand engagement and loyalty within diverse communities.Design/methodology/approachA quantitative approach was utilized, and data was collected via social media platforms. Structural equation modelling (SEM) was employed to explore the relationships between FGC, influencer content, dimensions of place attachment and brand loyalty.FindingsAccording to the findings FGC positively influences LGBTQ+ influencers, which in turn affect in a significant way place identity and place social bonding. Both dimensions of place attachment were found to have a positive impact on brand loyalty, which indicate that LGBTQ+ influencers have an important role in enhancing brand engagement through inclusive marketing.Practical implicationsFirms in order to increase their brand loyalty and customer engagement, need to adopt inclusive marketing strategies that resonate with LGBTQ+ communities. In order to do so they need to work with LGBTQ+ influencers that can effectively communicate the brand’s commitment to diversity and inclusion, thus fostering a stronger emotional connection with the brand.Originality/valueThis study introduces a conceptual framework that highlights the mediator role of place attachment in the relationship between influencer marketing and brand loyalty. This research contributes to the existing literature by providing empirical evidence on the effectiveness of leveraging LGBTQ+ influencers in inclusive marketing campaigns.","PeriodicalId":504506,"journal":{"name":"Corporate Communications: An International Journal","volume":"45 3","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140961891","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 : 2024-05-07DOI: 10.1108/ccij-02-2024-0022
D. Oltarzhevskyi
PurposeThis study aims to conceptualize, rethink and systematize methods used for measurement and evaluation (M&E) corporate communication.Design/methodology/approachThe reflection is based on 462 key English-language books and papers devoted to M&E in the fields of corporate communication and public relations from the 1970th to 2023. Keywords in the titles and abstracts found the necessary materials. A critical analysis of the central concepts, models and methods described in the literature was conducted. As a result, a new model that unifies and structures the M&E toolkit is proposed for discussion.FindingsDespite the significant contribution to developing a wide range of M&E models, they are still not perfect and universal. In addition, this system of approaches is continuously self-evolving and changing under the influence of digital innovations, so it requires steady rethinking and updating. On the other hand, most previous studies focused on communication management processes, losing focus on communication aspects. This led to the need for an alternative view based on proven theories to fill this gap. The proposed model combines quantitative and qualitative M&E methods for the five main components of corporate communication (communicator, audience, content, channels and result), covering a wide range of tools, from statistical and sociological research to big data analysis and neuro research.Originality/valueThis work contributes to developing the M&E theory of corporate communication, systematizing existing methods and opening new research perspectives. From a practical point of view, companies can use the presented approach for a more accurate and objective internal evaluation of the main components of corporate communication.
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