Online corporate communications: website usability and content

Abstract

Purpose The purpose of this paper is to establish a categorization of corporate websites as tools of online communication, in accordance with how they apply usability to the content they present, and to determine the indicators of the content and usability variables which mark the differences between each group of websites. Design/methodology/approach The present study analyses how 754 firms manage the usability of the content they provide through the channels of their corporate websites. To this end, a cluster analysis was applied to distinguish the types of firms according to the usability and content of their websites, followed by a discriminant analysis to determine which variables differentiate the groups. Findings The work has presented a list of the indicators that the literature has considered to be determinant aspects of firms’ use of their websites for corporate strategic communications. These indicators can be applied in forming an instrument to measure the quality of company websites in this area. Originality/value The present paper has attempted to clarify the panorama of corporate online communication via websites, understanding the issue as being not just a mere technicality but addressing it from the perspective of the emitter of the communication as a strategic instrument.

Communication Management in Promoting Knowledge and Creativity in Fostering Innovations in the Creative Organizations

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“…Más recientemente se empieza a reflexionar sobre la necesidad de potenciar y trabajar no solo la funcionalidad y la usabilidad, sino sobre todo la interactividad (Barreda, Bilgihan, Nusair & Okumus, 2016), pero sin prestar demasiada atención al contenido. Este es un elemento fundamental por tener en cuenta en el diseño de una web corporativa, que ha quedado mucha veces tapado por el protagonismo dado a cuestiones funcionales, valorando solo el contenido al servicio de las cuestiones funcionales y no los mensajes relativos a incrementar el valor de la marca (García, Carrillo-Durán & Tato, 2017). Por tanto, los trabajos previos no parecen haber prestado suficiente atención al contenido elaborado con fines estratégicos, abordando solo la información relativa a los servicios ofrecidos, al contacto, a reservas, a los alrededores del destino turístico, a la gestión de la sede web.…”

Strategic Dialogic Communication Through Digital Media During COVID-19 Crisis

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