A conceptual framework of corporate online communication: A marketing public relations (MPR) perspective

Charmaine Du Plessis · George Angelopulo

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Public Relations and Crisis Communication Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

This study identifies attributes that are perceived by online communicators as contributing to the effectiveness of corporate online communication. A marketing public relations (MPR) perspective is applied to assess the contribution of credibility, trust and long-term relationships to effective corporate online communication. Q methodology is used as the research method and Q sorting as the means of data collection. Credibility, trust, long-term relationships and their composite factors are tested among 20 communicators and 20 receivers of corporate online communication. The participants' sortings of statements are first compared by means of Q factor analysis and then analysed. Four factors are ultimately identified that are perceived to contribute to effective corporate online communication by communicators and receivers: trust, responsibility, efficiency and meaningful relationships.

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References

1982Political Subjectivity: Applications of Q Methodology in Political Science 2001Brand trust in the context of consumer loyalty 2002Behavioral Integrity: The Perceived Alignment Between Managers' Words and Deeds as a Research Focus 1993The relationship of reputation and credibility to brand success 1988Q Methodology 1948Advertising Principles and Practice 2001Trust, reputation and corporate accountability to stakeholders 1999Understanding participant perspectives: Q-methodology in national forest management

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