How Two Indonesia-based Marketplace Companies Communicate Their Image on Their Owned Media: Move Analysis

Nugrahaningtyas Fatma Anyassari; Hiqma Nur Agustina; Tri Astuti Handayani

Authors

Nugrahaningtyas Fatma Anyassari Politeknik Negeri Malang
Hiqma Nur Agustina
Tri Astuti Handayani

Keywords:

move, positive image, image/lobbying blog, owned media, business communication

Abstract

Companies have a task to communicate and construct their good image to not only customers but also relevant groups such as key partners, investors, policy makers, and public. The practice remains salient in computer-mediated communication nowadays. The companies usually deliver the message through, among others, their owned media. This study analyzes how Indonesia-based marketplace companies communicate their image through image/lobbying blog published on their owned media. The research design was content analysis. Applying purposive sampling, 48 articles in English were analyzed by using a codebook adapted from McLaren and Gurău (2005) and Catenaccion (2008). Both companies employed similar step in move announcement. Both companies had a tendency to announce results. However, they had different follow-up strategy especially for move elaboration and comment. This study suggests move variation be inculcated to students majoring English for business communication for raising their awareness in the variation which later would lead to their skills in communicating company image in the workplace.

References

Antioco, M., Coussement, K., Fletcher-Chen, C. C., Prange, C. (2023). What’s in a word? Adopting a linguistic-style analysis of western MNs’ global press releases. Journal of World Business, 48(2023), 1-16.

Baehr, E. and Loomis, E. (2015). Get Backed. Boston: Harvard Business Review.

Bhatia, V. (2013). Analyzing genre language use in professional settings. New York: Routledge.

Bhatia, V. (2014). Worlds of written discourse. London: Bloomsbury.

Bhatia, V. and Bhatia, A. (2011). Business Communication. In J. Simpson (Ed), The Routledge handbook of applied linguistics (pp. 24-38). Routledge.

Catenaccio, P. (2008). Press releases as a hybrid genre: Addressing the informative/promotional conundrum. Pragmatics, 18(1), 9-31.

Colton, D. A. and Poploski, S. P. (2018). A content analysis of corporate blogs to identify communications strategies, objectives and dimensions of credibility. Journal of Promotion Management, 25(4), 609-630.

De Cock, S. and Granger, S. (2021). Stance in press releases versus business news: A lexical bundle approach. Text & Talk, 41(5-6), 691-713.

Dewi, I. R. (2022, September 22). Baru diupdate, ini daftar 13 unicorn kelahiran Indonesia. CNBC Indonesia. https://www.cnbcindonesia.com/tech/20220922152800-37-374219/baru-diupdate-ini-daftar-13-unicorn-kelahiran-indonesia.

Gilpin, D. (2010). Organizational image construction in a fragmented online media environment. Journal of Public Relations Research, 22(3), 265-287.

Hidayanto, A. N., Razaad, I. N., Shihab, M. R., and Hasibuan, Z. A. (2014). Corporate blogs usage and its success factors: Multiple case studies at consulting firms in Indonesia. International Journal of Innovation and Learning, 16(3), 253-276.

Jackson, M. H. (2007). Should Emerging Technologies Change Business Communication Scholarship? Journal of Business Communication, 44(1), 1-10.

Jokela, M. (2020). How does bending the genre of press release with promotional elements correlate to acquired media coverage [Master’s thesis, Aalto University]. Aalto University Communities&Collections. https://aaltodoc.aalto.fi/items/f16e6df3-125a-4ac0-8d53-1716e50574b0

Lock, I., & Seele, P. (2015). Quantitative content analysis as a method for business ethics research. Business Ethics: A European Review, 24(1), 24-40. DOI: 10.1111/beer.12095

Maurya, M. (2011). Evolution of blogs as a credible marketing communication tool. Journal of Case Research, 2(1), 71-90.

McLaren, Y. and Gurău, C. (2005). Characterising the genre of the corporate press release. LSP & Professional Communication, 5(1), 10-30.

Neuendorf, K. A. (2002). The content analysis guidebook. Thousand Oaks: Sage.

Neuendorf, K. A., & Kumar, A. (2015). Content Analysis. In G. Mazzoleni (Ed), The International Encyclopedia of Political Communication (pp. 1-10). John Wiley & Sons.

https://doi.org/10.1002/9781118541555.wbiepc065