Short communication, Note

https://doi.org/10.20867/thm.31.2.12

Research note: The influence of corporate communication strategy on consumer responses: A conceptual model

Liyun Liu orcid.org/0009-0003-9673-9570 ; Ph.D. Candidate, University of Southern Queensland School of Business Australia *
Catherine Prentice ; Ph.D., Professor University of Southern Queensland School of Business Australia
Jessica Z. Marrington ; Ph.D., Professor University of Southern Queensland School of Psychology and Wellbeing Australia
Jesse Tuominen orcid.org/0000-0002-1762-6697 ; Ph.D. Jyväskylä University School of Business and Economics Finland

* Corresponding author.

Abstract

Purpose – Research on corporate communication has proposed frameworks grounded within
varying theories. However, there is little consensus surrounding a framework for corporate
communication strategies in the social media context. A comparison of the impact of different
corporate communication strategies on consumer responses has also received limited attention.
This study aims to examine and enhance understanding of the relationship between corporate
communication strategies and consumer responses.
Methodology/Design/Approach – This study conducted a narrative review. By reviewing
previous relevant literature, this method helps identify potential research gaps in the
relationship between corporate communication and consumer responses and supports the
development of a conceptual model.
Findings – The study developed a framework of corporate communication strategy, and a
conceptual model, presenting the relationship between corporate communication strategies
(corporate ability, crisis communication, and corporate social advocacy strategy) and
their implications for positive (brand co-creation) and negative consumer response (brand
cancellation).
Originality of the research – This study broadens the literature by introducing a framework
of corporate communication strategy. It also draws upon social exchange theory to develop
a conceptual model that highlights how different corporate communication strategies impact
on consumer responses. The study offers valuable insights into promoting brand co-creation
while mitigating brand cancellation.

Keywords

Corporate ability strategy, brand cancellation, consumer engagement, corporate social advocacy, brand identification, crisis communication

Hrčak ID:

332546

URI

https://hrcak.srce.hr/332546

Publication date:

19.5.2025.

Visits: 391 *