Abstract
This is a quantitative content analysis of Fortune 500 companies’ Facebook profiles, wall posts, and wall comments. It confirms that a 3-part typology of message strategies—corporate ability (CA), corporate social responsibility (CSR), and hybrid—exists in corporate online social networking communication. As predicted, when corporations used CA strategies in wall posts, publics’ wall comments demonstrated greater CA associations and product evaluations than CSR associations and company evaluations. Likewise, when corporations used CSR strategies, publics showed greater CSR associations than CA associations. These corporate messages and publics’ responses in the real-world digital market support the synergistic model of corporate communication strategy.
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