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Unleashing corporate communications: social media and conversations with customers

Griffiths, M and McLean, R 2015, Unleashing corporate communications: social media and conversations with customers , in: UKAIS International Conference 2014, 7th-9th April, St Catherine’s College University of Oxford.

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This paper reports on a small-scale study that explores the impact of social media adoption and use on and corporate communications and brand image. The research is carried out in two phases; analysis of brand communications via social media; and a small-scale survey with social media managers. We draw upon Habermas’ theory of communicative action (the ideal speech situation and discourse ethics) in our analysis. The paper concludes that while some companies and public organisations are beginning to understand the importance of ‘real’ conversations with customers, only a small number have adopted the “human brand” approach. We identify limitations of this study and areas for further work

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Corporate Communications, Social Media, Digital Marketing, Brand Management, Twitter
Themes: Media, Digital Technology and the Creative Economy
Schools: Schools > Salford Business School
Journal or Publication Title: UK Academy for Information Systems Conference Proceedings
Publisher: Association for Information Systems AIS Electronic Library (AISeL)
Refereed: Yes
Related URLs:
Funders: Non funded research
Depositing User: Dr Marie Griffiths
Date Deposited: 03 Mar 2015 14:45
Last Modified: 24 Dec 2015 14:00

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