A3 Book section, Chapters in research books
Conclusion : future roles of digital corporate communication (2023)

Luoma-aho, V., Badham, M., & Arti, A. (2023). Conclusion : future roles of digital corporate communication. In V. Luoma-aho, & M. Badham (Eds.), Handbook on Digital Corporate Communication (pp. 440-448). Edward Elgar. https://doi.org/10.4337/9781802201963.00044

JYU authors or editors

Publication details

All authors or editors: Luoma-aho, Vilma; Badham, Mark; Arti, Alina

Parent publication: Handbook on Digital Corporate Communication

Parent publication editors: Luoma-aho, Vilma; Badham, Mark

ISBN: 978-1-80220-196-3

eISBN: 978-1-80220-195-6

Publication year: 2023

Publication date: 18/05/2023

Pages range: 440-448

Number of pages in the book: 466

Publisher: Edward Elgar

Place of Publication: Cheltenham

Publication country: United Kingdom

Publication language: English

DOI: https://doi.org/10.4337/9781802201963.00044

Publication open access: Not open

Publication channel open access: 

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/93580

Abstract

This concluding chapter reflects on five future corporate communication roles emerging from complex developments in technology affecting organisations: (1) Corporate communication as digital community builder (responding to the challenge of polarization and diverse user bubbles affecting organisations’ tangible and intangible assets); (2) Corporate communication as organizational conscience for AI (ensuring AI developments adhere to emotional, empathic and ethical guidance); (3)Corporate communication as digital co-creation enabler (empowering stakeholders’ creative contributions to brands and organisations); (4) Corporate communication as boxturner (moderating stakeholders’ public investigations of the facts behind organizational or brand claims); and (5) Corporate communication as global diplomat (responding to stakeholders’ sociopolitical and nationalistic judgments about organisations’ behaviours in global markets). The chapter critiques these roles and proposes future research directions investigating the positive and negative impact of these emerging roles in different organisational, cultural and societal contexts.

Keywords: corporate communications; digitalisation; electronic communication; online communities; artificial intelligence; value creation; reputation management; communality; ethicality; responsibility (properties)

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2023

JUFO rating: 2