4. Empirical Investigation of Resonance

This chapter provides an in-depth look at the empirical investigation of resonance in corporate communication, using the world premiere of the Audi Q6 e-tron as a case study. The research employs a mixed-method approach, combining content analysis, panel surveys, and social media analysis to explore the factors that influence resonance. The study aims to move beyond theoretical concepts and delve into the actual social dynamics shaping resonance in communication. Key findings include the identification of constitutive elements inherent in the construct of resonance and the analysis of how these elements foster or impede resonance. The chapter also discusses the methodology and research design, highlighting the use of a content analysis based on news factors and a panel survey to capture the development of resonance over time. The results provide actionable insights for organizational professionals aiming to foster resonance in corporate communication, paving the way for a more comprehensive understanding of resonance in the corporate sphere.