Corporate e-communication: its relationship with the corporate logo in the construction of digital interaction platforms

Purpose – The purpose of this article is to examine the influence of the corporate logo on the consumer’s 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 organisation’s structure, and also to show that the consumer’s 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 organisation’s structure by introducing a new corporate construct, named ‘corporate e-communication’, 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.