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

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