CORPORATE E-COMMUNICATION: Its Relationship with the Corporate Logo in the Construction of the Consumers Online Interaction

Purpose The purpose of this article is to examine the influence of the corporate logo on the consumers attitude within corporate e-communication. Design/methodology/approach This research designed a model and a number of hypotheses, based on previous studies on corporate logo, its antecedents on e-communication, corporate image and corporate reputation. Online survey was conducted consumers and followers of the shopping social networking platforms (Facebook and Twitter) in from Colombia. Findings Taking into account previous corporate constructs theories, the author proposes a new conceptual framework to explain how corporate e-communication interacts within an organisations structure, and also to show that the consumers interaction in corporate e-communication platforms is based on the corporate logo perception held by consumers; as a consequence, the corporate reputation is affected. Originality/value This study contributes on the understanding and expansion of the organisations structure by introducing a new corporate construct, named corporate ecommunication, defined as the digital interaction than an organisation has with its stakeholders, it involves everything it says, shows and does. However, there are a few other areas of concern with regard to consequences related to corporate image and corporate reputation, particularly in Colombian retail setting.