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Article
Publication date: 14 February 2025

Tugce Ertem-Eray and Eyun-Jung Ki

This study aims to identify potential relational antecedents, the initial stage of the three-stage model of OPRs, in the public diplomacy context by focusing on a government…

4

Abstract

Purpose

This study aims to identify potential relational antecedents, the initial stage of the three-stage model of OPRs, in the public diplomacy context by focusing on a government organization and foreign public relationships.

Design/methodology/approach

This study conducted in-depth interviews with Fulbright scholars and students from various countries to gain insights into the motivations underlying the initiation of relationships with the Bureau of Educational and Cultural Affairs (ECA) within the Fulbright program.

Findings

This study identified common expectations among foreign publics regarding their relationships with ECA within the Fulbright program. Moreover, this study reveals that the foreign publics are primarily motivated by their educational needs, laying the foundation for their emotional and financial requirements. These needs propel foreign publics to build relationships with government organizations. The fulfillment of these antecedents contributes to stronger government organizations and foreign public relationships, underscoring the importance of relational antecedents in theorizing about OPRs.

Originality/value

This study is one of the first empirical investigations to investigate the relational antecedents in the public diplomacy context.

Details

Corporate Communications: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1356-3289

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Article
Publication date: 13 August 2021

Tugce Ertem-Eray and Eyun-Jung Ki

As the number of corporate blogs has continued to increase over the years, this study examines the use of relationship cultivation strategies of Fortune 500 companies on their…

410

Abstract

Purpose

As the number of corporate blogs has continued to increase over the years, this study examines the use of relationship cultivation strategies of Fortune 500 companies on their corporate blogs. Moreover, it focuses on how companies use corporate blogs as interactive online communication channels to create a sense of community among their publics.

Design/methodology/approach

A content analysis of Fortune 500 company corporate blogs was conducted to examine the use of relational cultivation strategies and their methods of promoting a sense of community.

Findings

Findings indicate that networking and sharing tasks are used most frequently among all relational cultivation strategies on corporate blogs, and that there are statistically significant differences among industries for using relationship cultivation strategies on corporate blogs. The most frequently used dimension of sense of community on corporate blogs is shared emotional connection.

Originality/value

Studies analyzing social media as public relations tools have not yet focused on community building. In fact, few studies have examined the community building aspect of corporate blogs in the public relations field. To fill this gap, this study focuses on community building and analyzes how companies use corporate blogs as an interactive online communication channel to create a sense of community among their publics.

Details

Corporate Communications: An International Journal, vol. 27 no. 1
Type: Research Article
ISSN: 1356-3289

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Article
Publication date: 2 July 2024

Tugce Ertem-Eray and Eyun-Jung Ki

Using political corporate social responsibility (PCSR) as a theoretical framework, this study aims to examine how multinational corporations (MNCs) can function as nonstate actors…

129

Abstract

Purpose

Using political corporate social responsibility (PCSR) as a theoretical framework, this study aims to examine how multinational corporations (MNCs) can function as nonstate actors in public diplomacy efforts during the Russia–Ukraine war.

Design/methodology/approach

A thematic analysis using qualitative content analysis was conducted on 98 new releases from the websites of the top 50 MNCs listed in the Fortune Global 500.

Findings

The findings indicate that MNCs elucidate their initiatives aimed at providing a secure environment for war victims through their news releases, with notable variations in responses based on the companies' geographical location. MNCs also mentioned strengthening the power of public authorities by rebalancing power dynamics between governments and intergovernmental initiatives under war conditions.

Originality/value

This study is one of the first empirical investigations to research corporate diplomacy and explore the theoretical implications of PCSR for corporate diplomacy.

Details

Journal of Communication Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1363-254X

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Article
Publication date: 19 February 2025

Jeyoung Oh, Ziyuan Zhou, Da-young Kang and Eyun-Jung Ki

To understand how retail companies are using TikTok, a short-form video social media platform, this study investigates the use of relationship cultivation strategies and message…

3

Abstract

Purpose

To understand how retail companies are using TikTok, a short-form video social media platform, this study investigates the use of relationship cultivation strategies and message appeals in TikTok videos posted by the top 100 retail companies. The study also examines the extent to which these strategies influence public engagement on TikTok.

Design/methodology/approach

A quantitative content analysis was conducted to analyze the use of relationship cultivation strategies and message appeals by the top 100 retail companies on TikTok. The study also applied negative binomial regression to assess the impact of these strategies on public engagement.

Findings

The findings show that the positivity strategy was the most frequently used relationship cultivation strategy, followed by networking and assurance. The analysis also revealed that about half of the videos employed at least one message appeal. The use of relationship cultivation strategies and message appeals had significant effects on public engagement.

Originality/value

This study is one of the first to examine the role of relationship cultivation strategies and message appeals in enhancing social media engagement for companies on TikTok.

Details

Corporate Communications: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1356-3289

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Article
Publication date: 27 July 2021

Sumin Shin and Eyun-Jung Ki

Organizations are communicating with the public about their thoughts and behaviors relevant to the environment via social networking sites. The purpose of this paper is to explore…

920

Abstract

Purpose

Organizations are communicating with the public about their thoughts and behaviors relevant to the environment via social networking sites. The purpose of this paper is to explore for-profit and nonprofit organizations' Twitter messages to understand their environment-related messages and their influences on the publics' responses.

Design/methodology/approach

This study conducted a content analysis adopting four message classification systems: environmental message orientation, message specificity, message framing, and environmental issue. Guided by attribution theory, this study also explored how the organization's environmental messages influence social media (Twitter) user responses, likes, retweets, and replies.

Findings

The analysis showed that for-profits' messages tend to discuss their green products and manufacturing processes with specific numeric evidence, while nonprofits are disposed to describe a severely degraded environment. In addition, the study revealed that tweets yield a high number of likes and replies when the organizations are for-profits and the messages emphasize green products.

Research limitations/implications

The findings of this study showed that the green message categorization systems are applicable to the social media context. But, this study focused on Twitter only. Future studies need to examine various social media platforms.

Practical implications

The study findings recommend communication practitioners use substantive green messages highlighting actual pro-environmental performances. Also, practitioners might need to make a linkage between the discussed environmental issue and the organization (e.g. a water issue by a wildlife-related nonprofit, an energy issue by a home appliance manufacturer, an air pollution issue by a bicycle company). In addition, regarding the message specificity, infographics can be present specific information that audiences can readily understand because it is described visually.

Originality/value

Scholars investigated environmental messages in advertising and cautioned that environmental messages that are not substantive or specific can cause audiences to perceive the messages as greenwashing. However, these previous studies focused on conventional media, and they have not been replicated in the age of social media. Thus, it is important to explore the current status of organizational environmental messages on social media.

Details

Management Decision, vol. 60 no. 1
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 20 August 2024

Jee Young Chung and Eyun-Jung Ki

The present study aims to identify how firms positioned their corporate reputation (i.e. impressiveness vs respectability) in their initial public offering (IPO) communication…

101

Abstract

Purpose

The present study aims to identify how firms positioned their corporate reputation (i.e. impressiveness vs respectability) in their initial public offering (IPO) communication based on the impression formation model. Further, the study examined whether this presentation of corporate reputation was related to IPO success (i.e. stock price and volume of trading).

Design/methodology/approach

The present study analyzed 248 IPO prospectuses that were submitted to the major US stock markets. Specifically, various substantive and symbolic information and cues in IPO prospectuses were content analyzed.

Findings

The results suggest that bigger (in terms of revenue) IPO companies featured more “impressiveness” in their IPO prospectus, leading to greater IPO success. Bigger (in terms of both revenue and number of employees) IPO companies featured more “respectability” impressions in the IPO prospectus, although they did not achieve direct IPO success on the first day of IPO. Different types of industry used different information cues to feature “impressiveness” and/or “respectability,” suggesting that different types of firms view different cues to be important to IPO communication.

Practical implications

The results also suggest some practical guidelines for the strategic use of contents, tables and illustrations. Using more charts, tables and illustrations in IPO prospectus summaries was associated with a higher volume of trading on the first day. The more illustrations included in the IPO prospectus summaries, the less investors were willing to pay for initial stock prices.

Originality/value

IPO communication is a generally understudied area in corporate communication and strategic communication scholarship. The results should help to explain which communicative aspects and PR strategies effectively manage the firm’s impression to maximize the chances of an IPO success as well as initially build the financial reputation of a company. By doing so, the findings contribute to the broader advancement of financial communication within the strategic communications domain.

Details

Corporate Communications: An International Journal, vol. 29 no. 6
Type: Research Article
ISSN: 1356-3289

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Article
Publication date: 23 August 2018

Sumin Shin and Eyun-Jung Ki

The purpose of this paper is to examine the congruence effect of the product and claimed environmental issue on green advertising on consumer responses as well as the moderation…

2413

Abstract

Purpose

The purpose of this paper is to examine the congruence effect of the product and claimed environmental issue on green advertising on consumer responses as well as the moderation effect of the perceived green reputation of the product on the congruence effect.

Design/methodology/approach

A two-by-two designed experiment (high/low congruence × high/low green reputation) with a covariate (ad skepticism) was conducted via online survey recruiting 179 college students.

Findings

High congruence of green issue and product category generated positive ad attitude, sponsor attitude, behavioral intention (BI), sponsor credibility and message credibility. Low green reputation positively affected ad attitude and BI. An interaction effect of congruence and green reputation on BI occurred.

Originality/value

This study contributes to suggest a new approach to green reputation by examining a perception of a product category in terms of green reputation. The study findings recommend marketing communication managers to keep high congruence of their product category and claimed environmental issue to maximize communication effectiveness.

Details

Management Decision, vol. 57 no. 3
Type: Research Article
ISSN: 0025-1747

Keywords

Available. Content available
Article
Publication date: 28 December 2022

Jeyoung Oh and Eyun-Jung Ki

Previous studies have empirically examined the positive outcomes organizations can achieve by engaging in environmentally responsible actions, but the underlying mechanism of the…

1189

Abstract

Purpose

Previous studies have empirically examined the positive outcomes organizations can achieve by engaging in environmentally responsible actions, but the underlying mechanism of the reasons why publics engage in supportive behaviors for those organizations has not been examined in light of theoretical foundations. To fill this gap, this paper builds on a foundation of norm activation theory to explore the effect of publics' awareness of environmental consequences on perceived environmental responsibility of organizations and organizational norm, which can have an impact on publics' supportive behavior toward environmentally responsible organizations. The potential relationships between social media use for environmental information and other variables are also explored.

Design/methodology/approach

Drawing on norm activation theory, an online survey was conducted among 288 adults in the United States. Participants were recruited from Amazon Mechanical Turk.

Findings

Findings indicate the impact of individuals' awareness of environmental consequences on their ascription of responsibility to organizations, which influences organizational norm and supportive behavior intention toward organizations.

Originality/value

This study is one of the first attempts to explore the underlying mechanism of publics' support for environmentally responsible organizations.

Details

Corporate Communications: An International Journal, vol. 28 no. 3
Type: Research Article
ISSN: 1356-3289

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Article
Publication date: 6 February 2017

Lan Ye and Eyun-Jung Ki

The purpose of this paper is to explore British Petroleum’s (BP) crisis response on Facebook and factors contributing to its stakeholders’ perceptions of its crisis response…

4314

Abstract

Purpose

The purpose of this paper is to explore British Petroleum’s (BP) crisis response on Facebook and factors contributing to its stakeholders’ perceptions of its crisis response strategies during the Deepwater Horizon oil spill.

Design/methodology/approach

Applying crisis response strategies, this study content analyzed BP’s crisis communication messages and Facebook users’ comments on BP America’s Facebook page.

Findings

The results revealed that information giving strategies dominated BP’s crisis response, and Facebook users were more likely to comment favorably when BP used information giving strategies and accommodative strategies. Bolstering strategies and third-party endorsement did not achieve anticipated effectiveness.

Originality/value

The findings of this study will contribute to effective application of crisis response strategies.

Details

Corporate Communications: An International Journal, vol. 22 no. 1
Type: Research Article
ISSN: 1356-3289

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Article
Publication date: 27 April 2012

Eyun‐Jung Ki and Linda C. Hon

This study was designed to test two models linking relationship perception, attitude, and behavior‐based involvement in a membership organization. This study helps fill a gap in…

2489

Abstract

Purpose

This study was designed to test two models linking relationship perception, attitude, and behavior‐based involvement in a membership organization. This study helps fill a gap in the relationship management literature by exploring the hierarchy of effects among a strategic public some of whom could be characterized as having low involvement.

Design/methodology/approach

After a couple of pilot tests, a state‐wide mail survey was conducted. As recommended by several studies, the mail survey for this study was included in a packet with a cover letter and a pre‐addressed, pre‐stamped return envelope mailed to 2,100 randomly selected current members of the organization. Of the 2,100 members who received questionnaires, 493 usable responses were collected, resulting in a 23.4 per cent response rate.

Findings

For the four relationship quality dimensions used in this study – i.e. control mutuality, satisfaction, trust, and commitment – current members' perceptions of relationship trust and commitment positively influenced their attitudes toward the organization. More importantly, this study demonstrates that the public's perception of commitment can also directly engender supportive behavior toward the organization among members of a key public.

Originality/value

This study was designed to empirically test two models that link relationship quality perceptions, attitude, and behavioral intentions with members in a membership organization based on their levels of involvement. By testing a model of standard sequential order (relationship perceptions → attitude → behavioral intentions), this study found that the originally tested model met the criteria. However, the model was revised based on the modification index and theoretical justification. A new path directly connecting commitment of the relationship quality outcomes to behavioral intentions was added.

Details

Corporate Communications: An International Journal, vol. 17 no. 2
Type: Research Article
ISSN: 1356-3289

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