Christian Wiencierz and Ulrike Röttger
The purpose of this paper is to illustrate the current state of research on the significance of big data in and for corporate communication and to introduce a framework which…
Abstract
Purpose
The purpose of this paper is to illustrate the current state of research on the significance of big data in and for corporate communication and to introduce a framework which provides specific connecting points for future research. This is achieved by summarizing and reviewing the insights provided by relevant articles in the most significant scholarly journals. The paper also investigates trends in the literature.
Design/methodology/approach
On the basis of a systematic literature review, 53 key articles from 2010 to 2015 were further analyzed.
Findings
The literature review illustrates the potentialities of big data for corporate communication, especially with regard to the field of marketing communication. It also reveals a dramatic lack of research in the fields of public relations and internal communication with respect to big data applications.
Research limitations/implications
The online databases used in this paper comprised of refereed scientific journals with the highest impact factor in the respective disciplines. Journals with a lower impact factor and books were not included in the search process for this thematic analysis.
Practical implications
This paper provides a conceptual framework that describes four phases of strategic big data usage in corporate communication. The results show how big data is able to highlight stakeholders’ insights so that more effective communication strategies can be created.
Originality/value
This paper brings together previously disparate streams of work in the fields of communication science, marketing, and information systems with respect to big data applications in corporate communication. It represents the first attempt to undertake a systematic and comprehensive interdisciplinary overview of this kind.
Details
Keywords
Christian Pieter Hoffmann, Sandra Binder-Tietz and Daniel Bendahan Bitton
Members of the corporate C-suite are powerful and widely perceived communicators. Communication management research examines the role of the corporate communication function in…
Abstract
Purpose
Members of the corporate C-suite are powerful and widely perceived communicators. Communication management research examines the role of the corporate communication function in facilitating the positioning of chief executive officers (CEO). The present study contributes to this research by extending the focus to another executive board member, the chief financial officer (CFO) and the domain of financial communication. It examines the role of the CFO in addressing financial audiences – compared to that of the CEO. It also analyzes the roles of the public relations (PR) and investor relations (IR) departments in facilitating CFO positioning.
Design/methodology/approach
This study is based on an interview study of eight IR and PR professionals and a survey of 106 heads of investor relations and financial communication experts from listed companies in Germany, Switzerland and Austria.
Findings
Findings show that CFOs are similarly visible in capital markets as CEOs. Their communicator roles differ according to task responsibilities, with CEOs focusing on strategy and CFOs conveying financial performance. While CEOs are more involved in press relations, CFOs focus on investor dialog. CFOs are less proactively positioned than CEOs. Also, CFOs are mostly positioned in the context of mandatory disclosure. PR departments influence CEO positioning more, while IR departments commonly report to the CFO. Communicator roles are rarely formally defined and are subject to the executives’ preferences, which encumbers strategic communication management.
Research limitations/implications
This study is based on cross-sectional survey data, which are subject to self-selection. The examined markets represent advanced capital markets with strict disclosure requirements. Findings indicate a lack of formalization in CFO positioning in the context of financial communication. This study also highlights the need to examine C-suite positioning beyond the CEO and the PR department.
Originality/value
This study contributes to research on C-suite communication by extending the perspective beyond the CEO and public relations. It also contributes to communication management research by highlighting how resource allocation and establishing rules shape the management practices applied to C-suite positioning. Finally, it contributes to financial communication research by empirically exploring the CFO’s communicator role.