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

Julia Daisy Fraustino, Colleen Connolly-Ahern

Research output: Contribution to journalArticlepeer-review

13 Scopus citations

Abstract

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.

Original languageEnglish (US)
Pages (from-to)452-474
Number of pages23
JournalJournal of Public Relations Research
Volume27
Issue number5
DOIs
StatePublished - Oct 20 2015

All Science Journal Classification (ASJC) codes

  • Sociology and Political Science
  • Public Administration

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