As organizations grow larger and more distributed, the problems of maintaining corporate awareness and effective communication channels escalate. The clinical domain poses particular challenges to maintaining good corporate communications because users have limited time to access information and often have negative technology perceptions. This paper highlights how a screen saver application, in...

Purpose This study aims to investigate how marketing communication (MC) and nascent corporate (CC) strategies are juxtaposed in the small- medium-sized enterprise (SME) setting. Design/methodology/approach A qualitative research method based on a multiple case approach is elaborated South-East Asian emerging economy. Findings The key findings show that MC CC coexist SMEs, frequently closely int...

This article examines firm communication on a corporate Twitter channel and its effects on corporate reputation. We identify the importance of user engagement and informedness in explaining corporate reputation, and examine three design factors that likely affect user engagement in a corporate Twitter channel. We conduct an exploratory 2 × 2 × 2 experiment among Twitter users to collect data. W...