Impact of Public Relations on Corporate Communication by Using Faceebook and Instagram as Digital Platforms

Abstract

Corporate communication is one of the best strategy of public relations in this digital era to maintain a harmonious relationship between corporate brands and their consumers via digital platforms. This study investigates how corporate brands (clothing, food, banking, and telecommunication) using Facebook and Instagram as digital platforms for effective public relations and how frequently they are using these digital platforms for uploading their promotional messages. Quantitative content analysis has been applied to collect the data. Overall 24 digital corporate pages (12 from Facebook and 12 from Instagram) have been analyzed. Two way symmetrical model has been used to have a better insight of the topic. It is concluded that digital platforms (Facebook and Instagram) are being used by corporate brands for the purpose of harmonious relationship with their consumers in Pakistan, due to which corporate brands are more concerned to update their official digital pages and show their digital appearance.