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.

Autorentext

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.

Inhalt

Exploring the Concept of Resonance.- Interpretive Literature Analysis.- Operationalization of Resonance .- Empirical Investigation of Resonance.- Conclusion.