5. Conclusion

This chapter delves into the concept of resonance, tracing its origins in physics and exploring its adaptations across various research fields. The main focus is on defining and operationalizing resonance within the context of corporate and stakeholder-oriented communication. The chapter discusses the theoretical classification of resonance, its construct, and the dynamic process of social interactions that amplify reactions to stimuli. It also presents empirical evidence from a panel survey and social media analysis, highlighting the impact of constitutive elements such as space, time, and noise on resonance. The chapter concludes with overarching managerial implications, offering strategies to improve the efficiency of corporate communication by leveraging resonance. Key topics include the theoretical foundations of resonance, the operationalization of resonance in corporate communication, empirical evidence from a panel survey and social media analysis, and practical implications for marketing managers. The chapter provides a comprehensive overview of how resonance can be utilized to enhance the effectiveness of corporate communication strategies.