Exploring effective corporate communication strategies for Indian companies: an analysis of communication practices and their impact on stakeholder perception

Abstract

Corporate communication is one of the most essential functions of a company, but also one that is frequently overlooked and undervalued. It is the key to developing and maintaining corporate reputations, company image, and customer relationships. Communication by companies can often impact their image in the eyes of customers; how they communicate their products and services, the company’s public statements on issues, or how they respond to crises can make or break a company’s reputation (Fombrun & Van Riel, 2007).

On one hand, there are firms that need to maintain and increase their customer engagement to boost their overall success. On the other hand, customers look for trust, credibility, and transparency from the firms they interact with and purchase from. In this digital age, one medium of communication stands above all others — social media. Social media is the nexus where customers and firms interact most. This presents an opportunity for firms to engage customers, gauge demands and preferences, build relationships, and communicate effectively. Similarly, social media helps customers find brands or firms they trust, resonate with, and identify with (Kaul & Chaudhuri, 2015, p. 456).

Through this research project, we aim to explore communication practices on social media that are beneficial for building long-lasting relationships with one of the most critical stakeholders: the customers. By conducting a literature review of multiple relevant theories, scholarly articles, and case studies, we will develop a foundational understanding, which will then be substantiated by a survey to support the findings.