Key success and competitive factors of digital communication strategies analyzed through the lens of strategic choice and determinism

Inhaltsverzeichnis (Table of Contents)

• Executive Summary
• Introduction
• Problem Statement
• Purpose of the Master's Thesis
• Research Questions
• Delimitation
• Outline of the Thesis
• Literature Review
• Review Approach and Literature Selection
• Corporate Communication
• Corporate Communication Strategy
• Types of Corporate Communication Strategies
• Framework of Corporate Communication Strategy Typologies
• Strategic Choice versus Determinism
• Strategic Choice
• Determinism
• A Connected and Expanded View of Strategic Choice and Determinism
• The Continuum of Strategic Choice and Determinism
• Research Design & Methodology
• Research Method
• Population and Sample
• Overview of selected Corporations
• Data Collection and Analysis
• Units of Data Collection and Analysis
• Content Analysis Indicators and Evaluation Methodology
• Illustrative Example
• Results
• Distribution of Coding Units
• Corporate Communication Strategy Results
• Digital Corporate Communication Strategy Results
• Social Media Corporate Communication Strategy Results
• Website Corporate Communication Strategy Results
• Assessment of Corporate Communication Strategies regarding Strategic Choice and Determinism
• Strategic Choice and Determinism Interpretations of Corporations' Digital Corporate Communication Strategies
• Strategic Choice and Determinism Interpretations per Corporations' Context Units
• Strategic Choice and Determinism Indicator Analysis per Context Unit
• Discussion
• Generation of Hypotheses
• Stakeholder-based Corporate Communication Strategy through the Lens of Strategic Choice and Determinism
• Content-based Corporate Communication Strategy through the Lens of Strategic Choice and Determinism
• Objective-based Corporate Communication Strategy through the Lens of Strategic Choice and Determinism
• Discussion of Research Questions
• Academic Implications
• Practical Implications
• Limitations and Potential for Further Research
• Conclusion

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

The thesis aims to investigate key success and competitive factors of digital communication strategies in a range of corporations, analyzing them through the lenses of strategic choice and determinism. The study seeks to understand how these frameworks contribute to the development and effectiveness of communication strategies in a digital context.

• The interplay of strategic choice and deterministic factors in shaping corporate communication strategies.
• The role of digital communication channels, particularly social media and websites, in achieving corporate communication objectives.
• The influence of stakeholder engagement and content creation on the success of digital communication strategies.
• The impact of strategic choice and determinism on the effectiveness of corporate communication strategies in various corporate contexts.
• The identification of key success factors and competitive advantages related to digital communication strategies.

Zusammenfassung der Kapitel (Chapter Summaries)

The thesis starts by introducing the problem statement and outlining the research questions that will be addressed throughout the work. The literature review section explores the concepts of corporate communication strategy, strategic choice, and determinism, laying the groundwork for the research.

The research design and methodology chapter details the methodology employed to collect and analyze data, including the selection of corporations, data collection methods, and content analysis indicators. This section outlines the approach taken to evaluate corporate communication strategies through the lens of strategic choice and determinism.

The results chapter presents the findings of the content analysis, highlighting the distribution of coding units and analyzing the results of corporate communication strategies across various digital channels. This section provides empirical evidence regarding the utilization of strategic choice and deterministic approaches in different corporate contexts.

The discussion section delves into the implications of the findings, generating hypotheses regarding the relationship between stakeholder-based, content-based, and objective-based communication strategies and the concepts of strategic choice and determinism.

Schlüsselwörter (Keywords)

The primary keywords and focus topics of the thesis include: digital communication strategies, strategic choice, determinism, corporate communication, social media, websites, stakeholder engagement, content creation, competitive advantage, and key success factors. The study investigates the intersection of these concepts, examining how they influence the effectiveness and success of corporate communication strategies in the digital realm.