n Communicatio : South African Journal of Communication Theory and Research - A conceptual framework of corporate online communication : a marketing public relations (MPR) perspective
|Article Title||A conceptual framework of corporate online communication : a marketing public relations (MPR) perspective|
|© Publisher:||UNISA Press|
|Journal||Communicatio : South African Journal of Communication Theory and Research|
|Author||Charmaine Du Plessis, George Angelopulo and Danie Du Plessis|
|Publication Date||Jan 2006|
|Pages||241 - 263|
|Keyword(s)||Corporate marketing public relations, Corporate online communication, Credibility, Factor, Factor analysis, Internet, Long-term relationships, Marketing communications, MPR, Organizational communication, Q methodology, Trust, Website and World Wide Web|
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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