A conceptual framework of corporate online communication: A marketing public relations (MPR) perspective

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.