Téléchargez le livre : Exploring the Concept of Resonance in Scientific Research and as a Tool to Improve Efficiency in Corporate Communication

Exploring the Concept of Resonance in Scientific Research and as a Tool to Improve Efficiency in Corporate Communication



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Éditeur :

Springer Gabler


Paru le : 2025-11-08



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Description

This book examines resonance in corporate and stakeholder-oriented communication by tracing its origins in physics and its transfer into the social sciences. While earlier studies often reduced resonance to echo or audience feedback, this work defines it as an amplified affective, cognitive, and behavioral response to a message within and between social systems through dynamic interaction.
An operationalization was developed combining established constructs and new measures, covering stimulus, oscillator, space, time, frequency, and the factor noise. It was applied in a mixed-method study of Audi’s Q6 e-tron launch, including a panel survey, social media analytics, and content analysis.
Findings show that while resonance was not evident in the panel survey, social media revealed short-term amplification in selected KPIs, and content analysis highlighted platform-specific strategies.
The book advances theoretical clarity, provides a replicable empirical framework, and shows how strategies aligned with resonance can foster engagement and efficiency.
Pages
202 pages
Collection
n.c
Parution
2025-11-08
Marque
Springer Gabler
EAN papier
9783658499747
EAN PDF
9783658499754
Informations sur l'ebook
Nombre pages copiables
2
Nombre pages imprimables
20
Taille du fichier
5816 Ko
Ce livre est accessible aux handicaps Voir les informations sur l'accessibilité
Prix
105,49 €
EAN EPUB
9783658499754
Informations sur l'ebook
Nombre pages copiables
2
Nombre pages imprimables
20
Taille du fichier
5018 Ko
Ce livre est accessible aux handicaps Voir les informations sur l'accessibilité
Prix
105,49 €

Nicole Brühl most recently served as Chief Marketing Officer for a non-profit organization. She conducted her research at the Center for Sustainability and Market-Oriented Leadership (formerly Chair of Marketing Management and Sustainability) at HHL Leipzig Graduate School of Management, focusing on stakeholder-oriented communication and communicative resonance.

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