Fundiswa Mashabane - Academia.edu (original) (raw)
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Papers by Fundiswa Mashabane
Strategic communication is an emerging and evolving paradigm of communication. The role that it h... more Strategic communication is an emerging and evolving paradigm of communication. The role that it has
played in revolutionising communication and introducing sustainable purposeful communication has
resulted in a number of organisations and brands’ success. Brand resonance and corporate social
responsiveness are key concepts that encompass strategic communication because they place stakeholder
needs and emotions at the centre of all brand communication for the purpose of achieving organisational
objectives. The evolution of communication over the years has welcomed new mediums of communication
such as social media platforms. Social media has become an intrinsic part of disseminating brand
messages and maintaining stakeholder relationships. Social media content creators have a vital role in
ensuring that communication is relevant to stakeholders, especially consumers of the brand as well
maintaining the relevance of the brand. However, consumers are ever growing, evolving and multi
pluralistic, placing great pressure on social media content creation and brand alignment for organisations.
The study seeks to understand the perceptions of social media content creators guided by the theory of cocreation using q methodology as the guiding methodology that is characterised by its use for understanding
social perspectives of a particular topic. The study draws conclusions and address three research
objectives that look to add to the field of strategic communication
Bookmarks Related papers MentionsView impact
Strategic communication is an emerging and evolving paradigm of communication. The role that it h... more Strategic communication is an emerging and evolving paradigm of communication. The role that it has
played in revolutionising communication and introducing sustainable purposeful communication has
resulted in a number of organisations and brands’ success. Brand resonance and corporate social
responsiveness are key concepts that encompass strategic communication because they place stakeholder
needs and emotions at the centre of all brand communication for the purpose of achieving organisational
objectives. The evolution of communication over the years has welcomed new mediums of communication
such as social media platforms. Social media has become an intrinsic part of disseminating brand
messages and maintaining stakeholder relationships. Social media content creators have a vital role in
ensuring that communication is relevant to stakeholders, especially consumers of the brand as well
maintaining the relevance of the brand. However, consumers are ever growing, evolving and multi
pluralistic, placing great pressure on social media content creation and brand alignment for organisations.
The study seeks to understand the perceptions of social media content creators guided by the theory of cocreation using q methodology as the guiding methodology that is characterised by its use for understanding
social perspectives of a particular topic. The study draws conclusions and address three research
objectives that look to add to the field of strategic communication
Bookmarks Related papers MentionsView impact