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Charitable organisations are principled actors providing essential community services. However, due to some highly publicised charity scandals in recent years, they are under increased scrutiny today. This study explores the impact of negative publicity (i.e. publicly reported scandals) about charitable organisations on the contributions of regular donors and analyses the moderating role of email marketing communications as a key factor in counteracting the impact of negative publicity on donations. The results of analysing a sample of regular donors during the period 2013–2020 reveal that negative publicity about charities reduces the amount donated, and that this effect is stronger on the contributions of more frequent donors, who are potentially more sensitive to this publicity. This impact is softened by email marketing communications. The implications for the field of marketing management in charities are discussed. [ABSTRACT FROM AUTHOR]

The study of rhetorical devices and how corporate leaders organise the texts and convey attitudes to stakeholders in corporate social responsibility (CSR) reports has become an important research area in recent years. A relatively neglected means of rhetorical expressions, however, is metadiscursive nouns. This study investigates the use of metadiscursive nouns in a 0.5-million-word self-built corpus of the US and Chinese CEO letters in CSR reports to reveal cross-cultural variations. The results show that the interactive metadiscursive nouns are twice as frequent in the US discourse as in the Chinese discourse, demonstrating greater efforts invested in cohesion by the US companies. This difference can be attributed to the writer-responsible rhetoric in the West and the reader-responsible conventions in China. The interactional metadiscursive nouns in the US discourse occur twice as frequently as in the Chinese counterpart, suggesting greater exertion of nominal stance by the US companies. This discrepancy mainly arises from the high- and low-context variations between the US and China. This study sheds new insights on metadiscursive nouns as rhetorical resources in cross-cultural CSR communication and provides implications for ESP practitioners to use them as a means of conceptualising writer–reader interaction in corporate communication. • The US texts use more interactive metadiscursive nouns than the Chinese texts. • The US texts use more interactional metadiscursive nouns than the Chinese texts. • The US discourse reflects writer-responsible rhetoric and low-context culture. • The Chinese discourse reveals reader-responsible rhetoric and high-context culture. • Metadiscursive nouns are key rhetorical resources in cross-cultural CSR discourse. [ABSTRACT FROM AUTHOR]

Purpose: The aim of this paper, which analyses the use of sports celebrities in advertising discourse, is to understand the strategic use to which brands put them in their commercial and corporate communication on Instagram. Design/methodology/approach: To this end, a content analysis was performed on the Instagram posts of the brands Santander, Movistar, Red Bull and Iberdrola during the period 2021-2022. Findings: The results indicate that, strategically speaking, these brands use the celebrity endorsement strategy to pursue emotional objectives and to adopt a position depending on the type of user. Likewise, these findings show that they single out uniqueness as the principal celebrity characteristic, while also mainly leveraging sports values, especially competence. These values represented by sports celebrities are markedly social in nature, which implies that they enjoy a degree of public recognition that is transferred to the brand to which they lend their image. Research limitations/implications: The conclusions connect celebrity endorsers with strategic branding issues and aspects of sports. Originality/value: An empirical approach is followed here to study the representation of sports celebrities in the advertising of well-known brands linked to the sports world. [ABSTRACT FROM AUTHOR]

Destination image ranks top of the most prominently researched topics in tourism. Storytelling will probably follow soon but shares already today the same attention bias, particularly in the research community: Studies into the planning and managerial perspective of intended and projected destination images are as scarce as studies into the use, structure, and content of storytelling principles applied for heritage attractions and within destination planning and promotion. The current study reviews the literature on – particularly heritage – storytelling in tourism and its conceptual links to branding, persuasiveness, experiences, servicescapes, and co-creation. Narratology informs about the relevant criteria to be considered. A selection will be applied to analyse the content of the official promotional websites of selected state tourism organizations in Malaysia: Penang, Sarawak, and Terengganu. All three are marketing complex cultural and natural heritages. This text-based content analysis answers the underlying research question: To which extent and by which elements are the principles of storytelling applied via heritage assets of the destination? The outcome of the content analysis helps in three ways: (a) improving the storytelling management for a destination marketing organization, (b) directions of narratives and storytelling as a tool for enhancing DMOs' image, and (c) for heritage interpretation. [ABSTRACT FROM AUTHOR]

High-risk organizations, such as chemical companies, are urged to engage in long-term, dialogic community relations with local residents. Community engagement can establish organizational legitimacy and help to address local concerns. However, stakeholders may be skeptical toward communication efforts made by high-risk organizations, especially during crisis situations. This qualitative study explores whether two Belgian communities are skeptical of the communication efforts made by chemical companies regarding pollution crises, what motives they attribute to the crisis communication, and which communication characteristics shape those attributions. In-depth interviews with 47 local community members reveal that the crisis communication efforts were considered self-serving and attributed to corporate concerns over (a) legitimacy, (b) financial consequences and (c) legal liability. Interviewees believed that these self-serving motives took precedence over public interests. This study also describes communication cues that triggered or strengthened suspicions. Practical recommendations are proposed for chemical companies to improve relationships with local communities. [ABSTRACT FROM AUTHOR]

Luxury fashion brands use Instagram as a channel to disseminate their corporate identities. They try to cover market niches that they did not previously reach due to their exclusive nature, by publishing content about their own events, such as catwalks. Fashion shows have become branding instruments. However, previous literature focuses on the collaborations of these brands with influencers, without giving the main role to the primary sender of the organizational discourse. What formats are used most? With what intention? How does the firm relate to the influencer in the corporate profile? What type of content generates the greatest impact on the audience? To answer these research questions, this work starts with the main objective of comparing how the most followed fashion luxury brands use Instagram to transmit their identities through the promotion of their fashion shows. A mixed, quantitative and qualitative content analysis is proposed of the 387 posts published by Dior, Chanel, Dolce & Gabbana, Louis Vuitton and Gucci between February 10 and March 7, 2023, when the weeks of the fashion from Paris, Milan, New York and London. The analysis reflects a non-proportional relationship between the frequency of publication, the interactions recorded and the percentage of engagement, the latter being higher when the format used is the image participated by an influencer. Likewise, the discursive intention is eminently commercial, with specific products taking center stage even when brand stories are shared. [ABSTRACT FROM AUTHOR]

Digital communication technologies, particularly social media, enable members of organizations at all levels and across all functions to communicate with external stakeholders. This has required organizations to rethink and restructure their strategic communication management, especially the orchestration of their communicative human resources. Using a qualitative case-study approach, this article examines how professional service organizations create and maintain their stakeholder relations in the contemporary media landscape through the orchestration of employee voice and enactment as organizational spokespersons. The findings show that organizations have created structural architectures that they use as a basis for strategic communication management. Based on these findings, the study introduces a novel concept of organizational voicing architecture, which refers to the conceptual structure and overall logical arrangement of organizational spokespersons who act as organizational representatives in the corporate communication system. Additionally, by integrating the findings related to the voicing architecture with existing knowledge about organizational listening, the study broadens understanding of the mechanism with which organizations strategically orchestrate their stakeholder relationships, and hence contributes to the strategic and corporate communication and public relations literature. [ABSTRACT FROM AUTHOR]

We examine the effect of digital financial reporting on firm productivity. Information frictions represent a constraint that impedes efficient resource allocation and a major source of such frictions stems from the fact that firms' production functions (the conversion from inputs to outputs) are not observable to corporate outsiders. Digital communication of corporate financial data fundamentally changes how firm-specific information is disclosed, released, and disseminated by mitigating information asymmetry between corporate insiders and outsiders and facilitates the processing of such information. We use the staggered implementation of the SEC's Electronic Data Gathering and Analysis Retrieval (EDGAR) system to investigate the impact of digital financial reporting on firms' productivity. We show that the implementation of EDGAR results in an economically meaningful and statistically significant increase on firms' productivity, measured by total factor productivity (TFP). By focusing on the role of information dissemination in coordinating investments and production, our findings provide evidence on the real effects of "going digital" in corporate reporting. [ABSTRACT FROM AUTHOR]

Despite the prevalence and importance of humor in interpersonal communication, the disclosure literature is silent on the use of humor in the context of corporate communication. Using a sophisticated machine learning algorithm, we identify managers' successful uses of humor during public earnings conference calls. When managers use humor on an earnings call, stock market returns and analyst forecast revisions following the call are more positive, primarily because of a muted response to negative earnings news. Consistent with managers' successful use of humor being a favorable signal of future firm performance, we find no evidence of a return reversal over the subsequent quarter, and managers' use of humor predicts more favorable news at the subsequent quarter's earnings announcement. Our study provides new evidence on the use of humor in corporate disclosures, and our findings indicate that humor can meaningfully influence the market response to public earnings conference calls. [ABSTRACT FROM AUTHOR]

The current study examined companies' use of social media platforms for CSR communication during the pandemic lockdown. We examined 1768 companies' posts on Weibo and tested how the content and the features of the posts influenced retweets and likes. We used "fit" to describe a circumstance where an outside factor made a certain business more capable to alleviate the situation. We defined it as high in the perceived firm-situation fit. Results showed that for high-fit companies, the inclusion of pandemic content and CSR had a significant positive effect on retweets, while for low-fit companies, pandemic content hurt the number of retweets; the CSR factor did not influence retweets. The inclusion of CSR information had a significant positive effect on likes for both high-fit and low-fit companies. The results indicated that consumers have more moral expectations of high-fit companies to provide help during the pandemic lockdown. Moreover, increased interactivity has a significant positive effect on retweets and likes. Drawing from these results, practical suggestions on how to use social media platforms for future CSR communication to promote social good were also discussed. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of the paper is to analyze the supply and demand of marketing and communication consulting services and evaluate actual and perceived gaps. Design/methodology/approach: The paper uses two different datasets to assess the gap. The supply database comes from desk research carried out in the province of Bergamo (n. 159 consulting agencies). The demand dates are the results of 100 structured interviews with local companies that requested marketing and communication consulting services both inside and outside the province. Findings: Findings show that there is no significant shortage in local service supply. Nonetheless, a limited gap exists between the provision of specific services and their overall quality. Conversely, the perceived gap is wider, leading to an impression of scarce availability – a notion disproven by the analysis of the actual supply. Practical implications: The study suggests that local agencies may overcome their "myopic" attitude and need to increase their visibility, competencies and expertise by investing in these areas and improving networking. Originality/value: There are no previous studies that compare the supply and demand for marketing and communication consulting services. The paper also provides insights into actual and perceived gaps in a hypercompetitive environment. [ABSTRACT FROM AUTHOR]

Social media have become essential for crisis communication. While past research has focused on their role in corporate communication, studies largely ignored how public organizations use social media. Among these, the police are a particularly relevant case due to their responsibilities in society. Using a sequential mixed-methods design that combines qualitative interviews with an automated content analysis, this study analyzes how the German police use social media during community (e.g. mass shootings) and organizational -level crises (e.g. misdemeanors within the police). The results demonstrate that Twitter and Facebook are the primary platforms for crisis communication, with their unique affordances shaping the communicative styles of the police. We also find police communication strategies to differ between the two crisis types. During community-level crises, the main goal of the police is to provide information in a largely unidirectional manner, while communication during organizational-level crises is more dialogue-oriented to prevent reputational damage. [ABSTRACT FROM AUTHOR]

Rising expectations in society for moral brand behavior have increased the relevance of brand purpose communication on social media. Nevertheless, there is a lack of fundamental research in this area. This study therefore examines brand purpose communication on Twitter, particularly with regard to the values addressed and the communication strategies implemented by corporate brands as well as the corresponding user engagement. A quantitative content analysis of 30 corporate Twitter accounts from 10 industries (n = 6000) shows that brand purpose is communicated across all brands and industries. The values of solidarity and sustainability are in the foreground. In an industry comparison, the FMCG industry and the financial services industry communicate most frequently on brand purpose issues, whereas the media industry and the luxury goods industry do so only marginally. Corporate brands predominantly use information strategy to communicate their brand purpose, although the involvement strategy leads to more engagement. Overall, the analysis shows that the potential of brand purpose communication is not being exploited to the same extent in all industries. [ABSTRACT FROM AUTHOR]

This paper proposes a framework (OSEC-p model) for the evaluation of health communication, through websites, aimed at breast and cervical cancer screening adherence. For identification of the set of indicators of the model, content analysis of websites was adopted with coding based on both data-driven and theoretically-driven approaches. The proposed model comprises factors on multiple levels (macro-items, items, and micro-items), referring to the strategic orientation aimed at prevention, the organizational structure, corporate tools and stakeholder engagement, content on screening initiatives, compliance with communication principles, and website ergonomics. A pilot study on a sample of websites of Italian local health organizations confirms the applicability of the model and the usefulness of results and indications it offers. The OSEC-p can be considered the first step in a line of research not yet been investigated in the academic field, and aims to be a guideline for managers of healthcare organizations as it allows evaluation (and improvement) of communication via websites aimed at adhering to cancer prevention programs. [ABSTRACT FROM AUTHOR]

We explore how firms' post-transgression crisis communication and executive dismissals jointly influence shareholder trust following financial misconduct. We argue the coherence of a firm's crisis management strategy—the degree to which its elements fit together consistently and logically—plays an important but previously unconsidered role in shareholder trust repair. We utilize multiple methods to abductively develop and test our theory. First, we conduct a qualitative comparative analysis of 51 cases of financial misconduct among S&P 1500 firms that disclosed a misstatement via press release and dismissed either the CEO or CFO within 90 days of the disclosure. Analyzing aspects of these firms' crisis communication and the type of dismissal executed, this study reveals four configurations that highlight the influence of crisis management (in)coherence on shareholder trust. Second, a policy-capturing study examines the underlying mechanisms that drive shareholders' perceptions and intended behaviors relative to manipulated crisis management strategies in a controlled setting. Together, findings from these studies indicate that shareholder trust following misconduct depends in part on the (in)coherence between what firms say about their misconduct, how they communicate that information, and what they do to resolve the problem. [ABSTRACT FROM AUTHOR]

The COVID-19 pandemic catalyzes new opportunities for CSR development, and companies in both China and the US, the two largest economies severely impacted by the pandemic, are seeking innovative ways to engage with publics on social media through CSR communication. This study draws on the care ethics theory to examine different manifestations of care values in corporations' CSR messages and their relationships with publics' behavioral and emotional engagement on social media. A quantitative content analysis of Weibo and Twitter posts from Fortune 500 companies in China (n = 30) and the United States (n = 30), respectively, revealed that companies in both countries employ multifaceted care-based CSR messages, but in distinct ways and with varying types and levels of public engagement on social media. We interpreted the differences from institutional, cultural, and relational perspectives. The results of this research add to theorizing CSR communication from a feminist ethical viewpoint and with contextualized interpretations. Our findings also guide post-pandemic CSR communication development, particularly relevant to public relations practitioners in the Chinese and US markets. [ABSTRACT FROM AUTHOR]

Purpose: In line with the growing trend of companies focusing on achieving sustainable development goals (SDGs), this research paper aims to propose a classification of values of socially responsible companies aligned with the SDGs that these companies could fulfill. Design/methodology/approach: The authors' carried out a qualitative semiotic analysis of four companies as part of the corporate environmental communication initiative to focus on the corporate values conveyed in the messages. Using thematic analysis, the authors' identified the SDGs achieved by their actions. By coding the values and the SDGs, the authors' performed a top-down hierarchical classification, linking the value system to the SDGs. Findings: This research unveils various relationships between corporate communication values and the practical implementation of specific SDGs. This paper sheds light on the central role of utilitarian values in achieving SDGs 7, 8, 9, 10, 11 and 13 and highlights the importance of existential values in reaching SDGs 8, 9, 10, 12, 11 and 17. Conversely, no utilitarian values contribute to the realization of SDGs 7, 8, 11, 13 and 17, while no existential values enable the achievement of SDGs 7, 12, 13 and 17. Originality/value: This research makes a valuable contribution to the achievement of the SDGs by adopting a streamlined approach that aligns with specific company values. The classification of values by SDG provides an in-depth understanding of commitments toward these goals and promotes more coherent integration into corporate culture and business practices. This approach ensures that sustainable progress is aligned with the values communicated in their long-term strategy, enabling businesses to effectively address crises. [ABSTRACT FROM AUTHOR]

Photographs and images in sustainability reports can affect readers' impressions of a company. This study conducts an exploratory analysis to investigate the impact of visual content on sustainability reporting and identify corporate reporting strategies. Using image recognition with deep learning technology, we analyse how 1025 global companies, publishing reports in English, incorporate images into their sustainability reports. The study also identifies factors influencing image selection and utilisation, assessing the images based on these factors' impact. Our findings highlight that economic development, cultural preferences and industry type contribute to variations in image usage. Moreover, these influences differ according to disclosure medium (i.e., integrated or sustainability reports), revealing industry‐specific image trends and providing insights into workforce characteristics. Leveraging deep learning, the study delves into facial expressions and demographic differences in the images, providing a comprehensive understanding of corporate communication strategies. [ABSTRACT FROM AUTHOR]

Corporate sustainability has garnered increasing attention within the business community as corporations communicate to influence their stakeholders to build sustainable relationships. There has been a surge in research exploring its connection to firm performance, but existing studies lack a cohesive and concentrated approach. The aim of this study is to explore the trends of growth of publications; gauge the annual growth rate, annual ratio of growth, relative growth rate, doubling time, and scientific production index; predict future production levels; and look at the relationship between corporate sustainability and firm performance by analysing the literature as well as identifying clusters and links with the Sustainable Development Goals (SDGs). The top countries contributing to the research were China, India, and the United States, accounting for over 45% of the global publications. The study analysed a focused corpus of 65 documents from the Scopus database on specific subfields of corporate sustainability and firm performance, identifying five main thematic clusters related to environmental performance, financial performance, corporate sustainability reporting, corporate social performance, and green supply chain management, with significant citations related to 17 SDGs. The annual growth rate (AGR) of publications was found to be −2.88%, with an average of 4.06 publications per year. The relative growth rate (RGR) decreased from 0.69 in 2010 to 0.36 in 2023, and the doubling time (Dt.) increased from 1.00 in 2010 to 1.93 in 2023. Employing structured methods and the PRISMA protocol, this scientifically rigorous study points towards identification of research themes linking sustainability practices to firm performance. Exponential smoothing (Holt's linear trend model) is employed to project future research output within the field. The significant trends include an increase in publication frequency since 2017, indicating a growth phase in the research field. The findings highlight the need for greater investigation from developing countries and the importance of integrating sustainability considerations into business strategies. [ABSTRACT FROM AUTHOR]

The article discusses the importance of relationship building in public relations and corporate communications. It emphasizes the need for organizations to actively engage with stakeholders and build collaborative relationships to create value for both parties. The article also explores the shift from transactional relationships to relationship-oriented approaches in marketing. It highlights the emergence of corporate social advocacy as a strategy in corporate communications and the challenges it poses in terms of stakeholder engagement. The article concludes by addressing the role of communication in the digital age, the impact of the COVID-19 pandemic on communication strategies, and the ongoing influence of mainstream media in shaping public opinion. Overall, the article emphasizes the significance of relationship building and the need for organizations to consider stakeholder behavior in their communication efforts. [Extracted from the article]

Purpose: Based on Lasswell's communication model, this study investigates how four categories of factors (i.e. the source, content, medium and receiver) conjointly affect the relational, financial and social outcomes (i.e. what effect) of CSA communication. Design/methodology/approach: With a survey (N = 366), this study found configurations of core CSA communication factors leading to three different CSA communication outcomes. Findings: While this study found multiways to yield three different CSA outcomes, combinational logic indicated the combined effects from source, content, medium and receiver. With content and medium, individuals' connectedness (receiver) to a CSA issue is a core factor leading to a high level of purchase intention and issue advocacy. This study also found that message strategies (i.e. informativeness, factual tone, no promotional tone) are core factors leading to a high level of trust and issue advocacy. Practical implications: With the theoretical guidance, this research contributes to strategic communication practice for various entities involved in advocacy communication by enabling an improved understanding of advocacy communication factors and triggering different communication outcomes. Originality/value: As CSA communication involves multiple strategies, conventional research agenda focusing on correlational and path analysis approaches provide limited understanding of communication practice. To fill this void, this study adopts a configurational approach to understand current CSA communication practices holistically. [ABSTRACT FROM AUTHOR]

Purpose: This study aims to examine the role of different forms of corporate social advocacy (CSA) in shaping individuals' attitudinal and behavioral intentions towards companies taking their public stand on controversial socio-political issues. With an online experiment as the research method, this study tests whether depicting nonpolitical or political behaviors in CSA messages increases individuals' positive behavioral intentions. Design/methodology/approach: This study uses a single factor between subject online experiment. A total of 135 US young adults were recruited through a Qualtrics online panel. Three social media mockups were created to manipulate three levels of actions in CSA messages (no action, nonpolitical action and political action). Participants viewed one of those social media posts depicting presented actions to counter anti-LGBTQ + legislation in the USA and answered questions about values-driven motives behind CSA, brand preference and positive word-of-mouth (WOM) intention. Findings: Participants displayed higher levels of brand preference when they viewed CSA messages depicting the company's political action intended to repel anti-LGBTQ + legislation. Participants showed more positive WOM intentions towards the company when they perceived its political actions as more values-driven. Practical implications: The findings of this study offer practical insights to companies when designing CSA messages and strategies. The results of this study indicate that the presence of political actions in CSA communication increases individuals' positive behaviors towards companies. The results also suggest that depicting altruistic motives behind CSA leads individuals to talk about companies more in positive ways. Originality/value: This study is one of the early studies investigating the impact of various forms of CSA on individuals' attitudinal and behavioral intentions to companies practicing CSA. This study provides practical implications on how to effectively appeal individuals' favorable attitudes and behaviors towards CSA. In particular, this research presents the importance of action aspects in individuals' attitudes toward corporations' CSA messages. [ABSTRACT FROM AUTHOR]

Purpose: This study aims to conceptualize, rethink and systematize methods used for measurement and evaluation (M&E) corporate communication. Design/methodology/approach: The reflection is based on 462 key English-language books and papers devoted to M&E in the fields of corporate communication and public relations from the 1970th to 2023. Keywords in the titles and abstracts found the necessary materials. A critical analysis of the central concepts, models and methods described in the literature was conducted. As a result, a new model that unifies and structures the M&E toolkit is proposed for discussion. Findings: Despite the significant contribution to developing a wide range of M&E models, they are still not perfect and universal. In addition, this system of approaches is continuously self-evolving and changing under the influence of digital innovations, so it requires steady rethinking and updating. On the other hand, most previous studies focused on communication management processes, losing focus on communication aspects. This led to the need for an alternative view based on proven theories to fill this gap. The proposed model combines quantitative and qualitative M&E methods for the five main components of corporate communication (communicator, audience, content, channels and result), covering a wide range of tools, from statistical and sociological research to big data analysis and neuro research. Originality/value: This work contributes to developing the M&E theory of corporate communication, systematizing existing methods and opening new research perspectives. From a practical point of view, companies can use the presented approach for a more accurate and objective internal evaluation of the main components of corporate communication. [ABSTRACT FROM AUTHOR]

Purpose: This study examines the interplay between media-induced emotional crisis framing (anger vs sadness) and message sidedness of crisis response on publics' attribution of crisis responsibility as well as subsequent company evaluation and supportive behavioral intention. Design/methodology/approach: A 2 (emotion: anger vs sadness) x 2 (crisis response: one-sided vs two-sided) online experiment was conducted among 161 participants in the USA. Findings: Results showed that anger-inducing media framing of the crisis elicited higher levels of crisis responsibility attribution and more negative company evaluation, compared with sadness-inducing media framing. One-sided message response was more effective than two-sided message response in lowering attribution of crisis responsibility when sadness was induced, but no difference was found under the anger-induced condition. Attribution of crisis responsibility fully mediated the effects of emotional crisis framing on company evaluation and supportive behavioral intention toward the company. Originality/value: This study is among the first to examine the interaction effect between emotional media framing and response message sidedness in an ambiguous crisis. Drawing on the interdisciplinary theoretical frameworks, this study integrates the situational crisis communication theory, appraisal-tendency framework and message sidedness in persuasion literature. As such, it contributes to theoretical development in crisis communication and offers communication managers guidance on how to effectively address emotionally framed crises. [ABSTRACT FROM AUTHOR]

While societies struggle with the implications of text-based generative artificial intelligence (TGENAI), businesses are embracing the technology. Using framing, this original activity unit prepares business communication students for professional TGENAI use. Activities emphasize the need for an effective cognitive frame, as well as introduce advantages and disadvantages to using TGENAI-generated output. This unit can be used as a stand-alone introduction or as an additional unit to existing communication theory assignments. Preliminary results suggest improvement in responsible TGENAI framing use, business communication self-efficacy, and equity. Business Communication, Public Relations, Advertising, Organizational Communication, Corporate Communications, and Social Media. Students will be able to (1) explain the importance of cognitive framing in business communication, (2) identify positive and negative aspects of using TGENAI in business communication cognitive framing, and (3) demonstrate the ability to create and edit TGENAI-generated messages for effective business communication. [ABSTRACT FROM AUTHOR]

Although existing research has extensively explored corporate disclosure, a very little is known about why corporate organisations may remain silent while communicating with their external audiences. This study offers a definition of corporate silence and develops a conceptual framework for the study of silence in the narrative communication of corporate organisations. We develop a typology based on the forms and motivations for corporate silence in written corporate documents. Data was gathered from 26 interviews with senior managers from regulatory bodies, audit firms and listed companies in Pakistan and a grounded theory approach was used for data analysis. We postulate that self-protection from fear and discomfort, cooperation, managerial opportunism, apathy, and resistance are the prime motivators of corporate silence. The analysis also leads to the development of five different forms of silence: (1) defensive; (2) prosocial; (3) opportunistic; (4) authoritative; and (5) counteractive. [ABSTRACT FROM AUTHOR]