ORGANIZATION STRATEGIC CORPORATE IMAGE COMMUNICATION IN THE DIGITAL ERA: ANALYSIS OF ITS IMPACT ON STAKEHOLDER TRUST
Keywords:
Corporate Image Communication, Strategic Communication in the Digital Era, Impact Analysis, Trust, StakeholdersAbstract
This academic article aims to analyze strategic approaches to corporate image communication in the context of the digital era and examine the impact of such communication on stakeholder trust. The study particularly focuses on how organizations navigate rapid technological changes, evolving consumer behavior, and the increasing transparency enabled by digital media. The article involves a content analysis of case studies from private sector organizations that systematically manage their corporate image through digital channels. It also includes an analysis of stakeholder data from Foodland Supermarket Co., Ltd. and Starbucks (Thailand) Co., Ltd.
The findings reveal that organizations capable of aligning their communication strategies with their corporate identity and core values while appropriately utilizing digital platforms—can foster a positive image perception, which directly enhances stakeholder trust. This trust is particularly strengthened when communication is transparent, socially responsible, and encourages continuous two-way interaction. As a result, stakeholder trust not only promotes loyalty and organizational support but also equips the organization to proactively manage crises and respond effectively to public discourse.
Policy recommendations from this article highlight the necessity for organizations to develop integrated communication strategies that incorporate content, channels, and stakeholder engagement—specifically focusing on message recipients—to build a sustainable trust ecosystem in the digital age. Furthermore, the article proposes a conceptual framework for digital-era image communication, which can be applied to long-term strategic planning for organizational communication across both public and private sectors.
References
Ariyanto, D., & Hidayat, D. N. (2022). Corporate image communication in digital era: A case study on social media management strategies. Jurnal Komunikasi Profesional, 6(1), 45–58.
Ansoff, H. I. (1957). Strategies for diversification. Harvard Business Review, 35(5), 113–124.
Boston Consulting Group. (1970). The product portfolio. BCG Perspectives.
Berlo, D. K. (1960). The Process of Communication: An Introduction to Theory and Practice. New York: Holt, Rinehart and Winston.
Bourne, L. (2015). Stakeholder relationship management: A maturity model for organisational implementation (2nd ed.). Gower Publishing.
Bryson, J. M. (2004). What to do when stakeholders matter: A guide to stakeholder identification and analysis techniques. Public Management Review, 6(1), 21–53.
Benoit, W. L. (1995). Accounts, excuses, and apologies: A theory of image restoration strategies. State University of New York Press.
Benoit, W. L. (1997). Image Repair Discourse and Crisis Communication. Public Relations Review, NY:23(2), 177-186.
Balmer, J. M. T., & Greyser, S. A. (2003). Revealing the corporation: Perspectives on identity, image, reputation, corporate branding, and corporate-level marketing.
Brand Buffet. (2023, August). เบื้องหลัง “ฟู้ดแลนด์ เจเนอเรชัน 2” เมื่อทายาทขอลุยเอง ปรับลุค-ขยายสาขา-จับตลาดแมสเพิ่ม. https://www.brandbuffet.in.th/2023/08/2 nd-generation-of-foodland/
BBC News (2018). “Starbucks: Two black men arrested at Philadelphia Starbucks settle” https://www.bbc.com/news/world-us-canada-43967065.
Coombs, W. T. (2015). Ongoing Crisis Communication: Planning, Managing, and Responding.
Cornelissen, J. (2020). Corporate communication: A guide to theory and practice (6th ed.) SAGE Publications.
Fombrun, C. J., & Van Riel, C. B. M. (2004). Fame & fortune: How successful companies build winning reputations . Pearson Education.
Freeman, R. E. (1984). Strategic management: A stakeholder approach. Boston: Pitman.
Freudenreich, B., Lüdeke-Freund, F., & Schaltegger, S. (2020). A stakeholder theory perspective on business models: Value creation for sustainability. Journal of Business Ethics, 166(1), 3–18.
Grant, R. M. (2021). Contemporary strategy analysis (11 th ed.). Wiley.
Goffman, E. (1959). The presentation of self in everyday life. Anchor Books.
Herremans, I., Nazari, J. A., & Mahmoudian, F. (2022). Sustainability assurance and stakeholder engagement: Evidence from global companies. Business Strategy and the Environment, 31(4), 1730–1745.
Harvard Business Review (2020). “How to Regain Trust after a Crisis.” https://hbr.org/2020/06/how-to-regain-trust-after-a-crisis.
Institute for Public Relations (IPR). (2019). “Crisis Communication and Stakeholder Trust.” https://instituteforpr.org.
Khan, I., & Fatma, M. (2022). The impact of corporate identity on corporate image and reputation: A systematic literature review.
Kim, Y., & Kim, S. (2021). Transparency and trust in corporate communication: Digital media’s influence on stakeholder perceptions. Journal of Business Communication, 58(3), 345-367.
Lynch, R. (2021). Strategic management (9th ed.). Pearson Education Limited.
Maak, T., Pless, N. M., & Stahl, G. K. (2021). Stakeholder engagement in sustainability-oriented innovation: Lessons from the corporate frontlines. Journal of Business Research, 125, 732–745.
Mitchell, R. K., Agle, B. R., & Wood, D. J. (2021). Revisiting stakeholder theory: A retrospective and future research agenda. Academy of Management Review, 46(3), 456–475.
Kitchen, P. J., & Gregory, A. (2010). Reputation management: The new face of corporate public relations? European Journal of Marketing, 44(9/10), 1101–1114.
Porter, M. E. (2008). The five competitive forces that shape strategy. Harvard Business Review, 86(1), 78–93.
Project Management Institute. (2017). A guide to the project management body of knowledge (PMBOK®guide) (6th ed.). Project Management Institute.
Puspitasari, R. (2021). Crisis communication strategies of Indonesian companies on social media. Journal of Media and Communication Studies, 13(2), 23–31.
Prachachat. (2020). ฟู้ดแลนด์ ฝ่าวิกฤตโควิด-19 ไม่ปลดพนักงาน. https://www.prachachat.net/marketing/news-501003.
Pérez-Cornejo, C., de Nicolás, V. L., & Hidalgo-Marí, T. (2020). Crisis communication in the digital era: Managing reputation on social media. Communication & Society, 33(2), 95–109.
Savage, G. T., Nix, T. W., Whitehead, C. J., & Blair, J. D. (1991). Strategies for assessing and managing organizational stakeholders. Academy of Management Perspectives, 5(2), 61–75.
Setiawan, I., & Nurcahyo, R. (2023). Digital engagement and brand loyalty: The role of interactive communication. Journal of Digital Marketing, 5(4), 89–102.
Wheelen, T. L., & Hunger, J. D. (2018). Strategic management and business policy: Globalization, innovation, and sustainability (15th ed.). Pearson.
Wijaya, M. (2024). Strategic image building through social responsibility communication in digital platforms. Corporate Communication Journal, 29(1), 12–25.
Weihrich, H. (1982). The TOWS Matrix A tool for situational analysis. Long Range Planning, 15(2), 54–66.
