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

Julia Daisy Fraustino · Colleen Connolly-Ahern

38 citations0/0 files storedJournal of Public Relations Research

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Public Relations and Crisis Communication Digital Marketing and Social Media Corporate Social Responsibility Reporting

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.

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References

1984Content Analysis: An Introduction to its Methodology.2025Advances in Consumer Research 1999Corporate Social Responsibility 2001Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility 2007Answering the Call for a Standard Reliability Measure for Coding Data 1997The Company and the Product: Corporate Associations and Consumer Product Responses 1952Content Analysis in Communication Research.2013Social Responsibilities of the Businessman

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