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Drawing on the influence of primacy and recency effects in processing information about corporate social responsibility (CSR), the authors examine how internal (customer experience) and external (CSR reputation) factors impact the consumerfirm relationship in the presence of contradictory CSR information. Evaluating these factors provides a more comprehensive understanding of how consumers react to unethical and socially irresponsible actions. Contrary to recent research that suggests a reactive CSR communication strategy to be best due to recency effects, the present findings show that past customer experiences with the firm facilitate a 'primacy effect'. Thus, when corporate social irresponsibility (CSI) occurs, a customer's prior experiences mitigate negative consequences. Conversely, a firm's positive CSR reputation may provide goodwill, although it does not guarantee that consumers will process CSR information differently. Therefore, firms cannot build a strong CSR reputation and expect to be immune from the consequences of CSI. Given these new findings of how consumers process contradictory CSR information, firms should implement a strategic and deliberate communication plan that delivers different messages to different stakeholders. Specifically, these findings suggest that firms benefit most from a proactive communication strategy with their current customers and a reactive communication strategy with the general public.

PurposeThe purpose of this paper is to describe five key lessons learned from a decade of studying how scientists and science communicators think about communication strategy.Design/methodology/approachThe paper is based on the experience of the researcher and the underlying literatures on strategic communication and science communication.FindingsThe key argument is that the scientific community needs to put more priority into enabling organizations to plan and implement strategic communication efforts on behalf of science. At present, there is too much reliance on individual communicators.Originality/valueThe value of this paper is in the degree to which it argues for a more strategic, organization-focused approach to science communication that emphasizes the setting of clear behavioral goals, followed by discussion about what communication objectives might help achieve those goals and the communication tactics needed to achieve the prioritized objectives.

PurposeThe COVID-19 lockdown severely impacted organizations in the cultural and tourist business as their products all of a sudden “disappeared”. This study aims to explore if and how the unexpected and disruptive nature of the pandemic accelerated the development of new communication strategies on their social media.Design/methodology/approachThe study draws on data from 24 midsize cultural institutions and tourist attractions in Denmark over the first two months of the lockdown in 2020. Approximately 900 posts on Facebook were collected and analyzed through the netnographic method. The analysis followed a two-layered qualitative approach. First, open coding to identify typologies and enable a comparison with established strategies from the literature review. Then, an exploratory examination was conducted across the typologies.FindingsNine different content categories were identified in the data and subsequently assessed and discussed in relation to the literature on strategies and dialogic intentions. This resulted in the emergence of two new overarching strategies: hope and host.Practical implicationsWhile hope is particularly relevant in crisis situations, the utilization of employees in the host role presents an opportunity for further development and engagement. Further, the results call for future research that breaks with the traditional quest for ideal strategies for the benefit of exploring the notion of “strategic doers”.Originality/valueThe identification of the hope and host strategies, along with the analysis of content categories and their alignment with various strategic intentions, contributes to the existing knowledge in this field. Further, the classic perception of engagement as driven by explicit interaction and dialogue is also challenged.

This paper explores the communication strategy that can generate social capital when a business cluster publishes and interacts on the X platform (formerly Twitter). The methodology follows a replicable process, in which data were collected directly from the platform and analysed at the level of content according to communication characteristics and at the level of interactions represented by mentions given or received. The interaction network was constructed to extract more information to calculate social capital. Communication variables are strategies that group communication characteristics. A conceptual model was proposed: it was evaluated by the partial least squares structural equation modelling (PLS-SEM) technique, and its predictive capability was studied using PLSpredict. The results indicate explanatory effects among the variables analysed and high predictive power for the dependent variables of the proposed model. This suggests that designing communication strategies and prioritizing specific characteristics, can improve the performance of social capital. This work highlights implications and opportunities for future studies that could provide value in decision-making among marketing academics and practitioners.

Nations which are part of the United Nations are required to institute appropriate measures to fulfil the vision of the Sustainable Development Goals (SDGs). However, for this to be possible, all stakeholders including the general public need to be fully aware of the SDGs. This research examined the level of public awareness about the SDGs among Ghanaians based on the views of 431 respondents. Means, standard deviation, Mann-Whitney U test, Kruskal Wallis and Pearson Product-Moment Correlations were used for data analysis. The study found that awareness level on SDG 1 (ending poverty), SDG 2 (zero hunger, food security, nutrition and sustainable agriculture), SDG 3 (health and well-being), SDG 5 (gender equality), and SDG 6 (clean water and sanitation) was high among Ghanaians. However, awareness level on SDG 9 (industry, innovation and infrastructure), SDG 14 (conservation of life below water), and SDG 16 (peace, justice and strong institutions) was very low among Ghanaians. No significant difference manifested in the level of awareness among male and female Ghanaians. There were statistically significant differences in educational levels of respondents and their overall level of awareness of the SDGs. Also, there was a low, negative correlation between overall level of awareness and the effectiveness of the communication strategies used in creating awareness about the SDGs. Government should re-examine its communication strategies on the SDGs and put in place a more effective communication policy framework which involves grassroots populations and local communities.

This article examines the communication strategies of the Ministry of Environment and Forestry in promoting the Environmental Partnership program within Social Forestry. Using a qualitative case study approach, the research focuses on the Forest Village Community Institutions (LMDH) Manglayang Lestari and Manglayang Hijau in Cileunyi Sub-district, Bandung Regency, West Java. Data were collected through field observations, in-depth interviews, and focus group discussions. The findings reveal communication barriers in the program's dissemination, particularly by the Directorate of Environmental Partnerships. The communication strategy aims to raise stakeholder awareness of their rights and responsibilities in social forestry and to foster understanding of partnership-based forest management. Key elements include optimizing internal and external communication resources, strengthening public awareness, aligning socialization efforts, and employing persuasive communication within the Social Forestry Working Group. However, inconsistencies and unclear messaging persist, leaving some community groups underserved. Moreover, the implementation of the program by LMDH Manglayang Hijau has been suboptimal due to weak communication between program facilitators, forest administrators, and local farmers. The study highlights the need for more coherent and inclusive communication strategies to ensure broader and more effective participation in the Social Forestry program.

In the current booming development of new media, Xiaohongshu, as a popular social platform, provides a new path for the dissemination of urban image. This study focuses on Shenyang, analyzing the role of Xiaohongshu in its urban image dissemination, the current status of its dissemination content, and proposing targeted communication strategies aimed at enhancing the dissemination effect of Shenyang's urban image on the Xiaohongshu platform, and strengthening the city's attractiveness and influence.

PurposeThe purpose of this study is to compare the communication practices of Chinese and US companies on YouTube and explores the effectiveness of different communication strategies at the topic level.Design/methodology/approachThe author selected 22 Chinese companies and 22 US firms and compared the content of their English language corporate YouTube channels through content analysis, sentiment analysis and cluster analysis.FindingsThe results revealed that the three communication strategies (information, response and involvement) in general were not significantly different regarding their engagement rates, but they generated different comment scores when communicating topics of corporate social responsibility. The results also showed that Chinese companies were more likely than American firms to display the speeches of corporate leaders, use collectivistic references and present human interest messages in YouTube videos.Research limitations/implicationsThis study sheds light on how national institutional environment shapes corporate communication on YouTube.Practical implicationsThis study challenges the infatuation with the involvement strategy and offers some advice for practitioners on topic selection and user comment function management.Originality/valueThis study makes a novel contribution to the literature of corporate communication on YouTube by adopting a cross-national comparative approach. A conceptual framework of major factors influencing stakeholder responses on YouTube was presented.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-02-2023-0061

The purpose of this study is to analyze the organizational communication strategies implemented by GPIB Margo Mulyo in its efforts to become a tourist-friendly place of worship. To enhance its tourist appeal, structured communication and effective strategies are required. This study employs a descriptive qualitative method to provide a detailed overview of the current communication conditions and strategies applied by GPIB Margo Mulyo. Niklas Luhmann’s approach to radical communication is utilized to analyze how the communication system within this organization operates and adapts to the dynamic social environment, particularly in the context of tourism. This analysis will explore how GPIB Margo Mulyo establishes effective communication between various elements within the organization and with visitors as part of a broader system. The results of this study are expected to provide strategic recommendations for enhancing the tourist appeal of GPIB Margo Mulyo through the optimization of organizational communication, both internally and externally. With this approach, GPIB Margo Mulyo is expected to develop more effective communication strategies, attract more tourists, and strengthen its position as a significant religious tourism destination in Yogyakarta.

Purpose The purpose of this paper is to describe the need to theorize firms' involvement in social issues and propose the social issues management model as a framework for analyzing the communication processes underlying social issues management. An application of the new approach is illustrated through a brief case analysis. Design/methodology/approach The paper is conceptual and emphasizes theory building for firm's involvement in social issues management. Findings The paper describes modifications to the general issues management model that can be adopted to reflect the social issues management process and contemporary digital media environments. Practical implications The paper can benefit theory and practice of social issues management by describing how specific communication strategies and digital media use may affect social issues management. Social implications Because firms increasingly are motivated or urged by stakeholders to take stands on social issues, understanding how they can perform the role of social issue manager can enhance their potential for contributing to positive social change. Originality/value The paper provides a much needed update to the models of issues management used in strategic communication. The new model accounts for the increasing pressure on firms to address social issues and the role of digital communication channels in that process.