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"Communication Strategies"
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Research on the City Image Communication Strategy of Shenyang Based on Xiaohongshu
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.
Journal Article
Tweeting through a Public Health Crisis: Communication Strategies of Right-Wing Populist Leaders during the COVID-19 Pandemic
How do right-wing populist leaders address a public health crisis? This article addresses the evolution of right-wing populist leaders' communication tone and style during the COVID-19 pandemic. By analysing the Twitter accounts of Boris Johnson, Donald Trump and Narendra Modi, we explore how right-wing populist leaders control the portrayal of a health crisis from above, shift blame and consolidate support. We argue that while all three leaders initially downplay the pandemic, once they acknowledge the severity of the crisis, they vary in the extent to which they give importance to the coronavirus and shift blame. While Trump uses Twitter to praise himself and his policies, and to polarize the electorate, Modi and Johnson employ Twitter to inform the public and deliver solidarity messages. The frequency of Twitter use and the tone of the language leaders employ depend on the domestic context of that country. Our findings contribute to the scholarship on populist communication.
Journal Article
Processing Contradictory CSR Information: The Influence of Primacy and Recency Effects on the Consumer-Firm Relationship
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.
Journal Article
Attracting the Vote on TikTok: Far-Right Parties’ Emotional Communication Strategies in the 2024 European Elections
This study analyses the emotional communication strategies employed by far-right party leaders on TikTok during the 2024 European elections, focusing on their appeal to voters. Combining quantitative and qualitative content analysis of 472 videos from 27 leaders in 24 countries, the research examines the dominant emotions, themes, stylistic resources, and their impact on engagement. The results reveal a dual strategy that combines positive emotions such as hope and ambition, which generate the highest levels of engagement, with negative emotions such as fear and uncertainty, which emphasise crisis narratives. Leaders who balance optimism with polarising narratives show greater resonance, particularly with audiences. The findings underscore the growing role of TikTok in far-right political communication and demonstrate its effectiveness in mobilising emotional engagement among young people. Despite limitations, the study highlights the sophistication of emotional strategies in digital political communication and provides insights into how far-right leaders use TikTok to influence voter behaviour.
Journal Article
Strategies of communicating health-related risks to vulnerable groups of immigrants during a pandemic: a scoping review of qualitative and quantitative evidence
PurposeThe purpose of this rapid scoping review was to map existing literature on risk communication strategies implemented by authorities and aimed at vulnerable immigrants in the context of pandemics.Design/methodology/approachExisting literature on the topic was charted in terms of its nature and volume by summarizing evidence regarding the communication strategies. Literature searches were conducted in Academic Search Premier and CINAHL, databases were searched from 2011 to present on March 31, 2021.FindingsFive articles met the criteria and were included in this review, pointing at limited research in this area. The findings indicated that a close interaction between communication authorities and immigrants is important. Community education, building trust in communication sources, clear risk communication and inclusive decision-making among all were found to be important when communicating health risks to immigrants.Research limitations/implicationsThe primary limitation of this rapid scoping review is that the literature searches were conducted in only two databases, namely, Academic Search Premier and CINAHL. A wider search across several other databases could have given more profound results. Furthermore, some studies where immigrants were conceptualized as, for instance, “disadvantaged groups” might be overseen due to a choice of the search strategy used in this study. There are also certain limitations related to the studies included in this review.Practical implicationsIdentifying efficient ways of conveying recommendations may further assist authorities and scientists in developing more effective health-related risk communication.Originality/valueThis study covered health-related risk communication in the context of pandemics, addressing the need to investigate different groups of immigrants and the challenges related to communicating risks to these groups.
Journal Article
Corporate social responsibility communication strategies of hotel companies
The perception of motivation for corporate social responsibility (CSR) activities among individuals plays a crucial role in achieving successful outcomes. Therefore, it is essential to gain an understanding of how different CSR activities can affect the perception of motivation for corporate social responsibility, with a view to ensuring the success of a hotel's CSR strategy. This study aims to explore the effects of proactive and reactive communication strategies employed by hotel companies in relation to CSR, with a view to identifying how these strategies impact perceptions of CSR motivation and the subsequent influence on company outputs. To facilitate comparison between the two groups, an experimental design utilizing a fictional hotel brochure and two contrasting newspaper articles has been created. The newspaper articles have been fictionalized in accordance with both proactive and reactive CSR communication strategies. The study sample comprises 406 participants, and the data has been analyzed using structural equation modelling and t-tests. The findings indicate that perceptions of CSR motivation play a pivotal role in hotel evaluation. The proactive scenario is perceived as more value-driven by the first group, whereas in the second group, the reactive scenario is regarded as more strategy-oriented. Furthermore, the proactive group exhibits relatively more positive evaluations of firms in comparison. Consequently, there is an imperative for hotel companies to consider the interconnections between these variables when designing their CSR communication strategies.
Journal Article
Five thoughts about improving science communication as an organizational activity
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.
Journal Article
All About Feelings? Emotional Appeals as Drivers of User Engagement With Facebook Posts
Political campaigns routinely appeal to citizens’ emotions, and there is evidence that such appeals influence political behaviour. Social media, an important arena through which political actors communicate with voters, provide a rich source of data for investigating not only which communication strategies they use but also which of these engage followers. Building on political psychology and political communication literature, the present study investigates the relationship between appeals to specific emotions (fear, anger, enthusiasm, and pride) and the engagement that such posts generate on Facebook. We created an engagement index sensitive to the Facebook page follower count and employed multilevel modelling techniques. We conducted a manual content analysis of posts by British political parties and their leaders (N = 1,203) during the Brexit referendum debate on Facebook. We found that engagement with a post substantially increases when appeals to anger, enthusiasm, and pride are present. Conversely, there is no relationship between appeals to fear and engagement. Thus, the results indicate with observational data what we know about the effects of emotions from experimental research in political psychology. Emotions of the same valence (e.g., fear and anger) have a different relationship with user engagement and, by extension, political behaviour and participation online. This indicates that to fully understand the role of emotions in generating user engagement on Facebook, we must go beyond the positive and negative dichotomy and look at discrete emotions. Lastly, British political actors used Facebook communication to generate online political participation during the Brexit debate.
Journal Article