Schriftenreihe der HHL Leipzig Graduate School of Management

Brühl, Nicole

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.

Details

Published by: Springer Gabler

Publication Date: 2025-11-09

Format: Paperback

ISBN-13: 9783658499747

DOI: 10.1007/978-3-658-49975-4

Dimensions: 210cm x148cm

Pages: 202