Theoretical Models for Corporate Social Media Use

This chapter is structured into four sections to summarize theoretical frameworks currently employed to study corporate social media use and discuss new ways forward to further theorize the impact of digital media on public relations. Upon reviewing social media use by and in corporations, we first summarize theoretical approaches and frameworks, such as mediated dialogue, public engagement, and parasocial interactions. Then the chapter provides an overview of how recent literature has theorized corporate social media use in various prominent research areas. Next, we provide a critical assessment of the assumption held by many scholars and practitioners that social media use is good for public relations. The chapter concludes with discussions on research gaps and provides suggestions for future theory development in corporate digital communication.