Corporations' Owned Social Media Narrative

Abstract

<roman><b>Introduction:</b></roman> Social media have been widely used for corporation-generated narratives. Corporate communication entails a &#x201C;storytelling process&#x201D; and a narrative perspective. Corporate narrative has taken on new forms with the emergence of social media, which is the object of this study and called corporations&#x2019; owned social media narrative (COSMN). To our knowledge, however, no research has systematically investigated studies on COSMN. Our study provides a synthesized review on the strategies and functions of COSMN. <roman><b>Research questions:</b></roman> 1. What are the general characteristics of studies on COSMN&#x003F; 2. What strategies are usually adopted by corporations via their social media narrative&#x003F; 3. What functions do corporations intend to achieve by their social media narrative&#x003F; <roman><b>Methodology:</b></roman> We conducted an integrative literature review of studies on corporations&#x2019; owned social media narrative based on journal articles from the database of the Web of Science Core Collection. After retrieving 25 articles in accordance with our research purpose, we conducted a qualitative content analysis to describe general characteristics of the literature and identify narrative strategies and functions. <roman><b>Results and conclusions:</b></roman> When corporations undertake advertising, branding, and social networking activities (among others) on social media, they tend to use form-based narrative strategies (technical strategy and formality strategy), content-based narrative strategies (broadcasting strategy, reacting strategy, engaging strategy, and emotional strategy), and medium-based narrative strategy (transmedia strategy) to achieve functions of market communication, technical communication, and public relations work (identity construction, impression management, stakeholder endorsement, corporate social responsibility communication, and crisis communication). This integrative literature review provides theoretical implications for corporate social media research and practical implications for digital marketing practitioners.