1887

n Communicatio : South African Journal of Communication Theory and Research - A conceptual framework of corporate online communication : a marketing public relations (MPR) perspective

USD

 

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.

Loading

Article metrics loading...

/content/commu/32/2/EJC27869
2006-01-01
2016-12-02
This is a required field
Please enter a valid email address
Approval was a Success
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error