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Exploring the Concept of Resonance in Scientific Research and as a Tool to Improve Efficiency in Corporate Communication

  • 2025
  • Book
Author
Nicole Brühl
Book Series
Schriftenreihe der HHL Leipzig Graduate School of Management
Publisher
Springer Fachmedien Wiesbaden
Part of
Springer Professional "Business + Economics & Engineering + Technology"
Springer Professional "Business + Economics"
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About this book

This book examines resonance in corporate and stakeholder-oriented communication by tracing its origins in physics and its transfer into the social sciences. While earlier studies often reduced resonance to echo or audience feedback, this work defines it as an amplified affective, cognitive, and behavioral response to a message within and between social systems through dynamic interaction.
An operationalization was developed combining established constructs and new measures, covering stimulus, oscillator, space, time, frequency, and the factor noise. It was applied in a mixed-method study of Audi’s Q6 e-tron launch, including a panel survey, social media analytics, and content analysis.
Findings show that while resonance was not evident in the panel survey, social media revealed short-term amplification in selected KPIs, and content analysis highlighted platform-specific strategies.
The book advances theoretical clarity, provides a replicable empirical framework, and shows how strategies aligned with resonance can foster engagement and efficiency.

Table of Contents

Frontmatter
1. Exploring the Concept of Resonance
Abstract
Resonance has a long history in various fields of research with many contributions in recent years, such as natural science, psychology, media reaction and leadership studies. In the past years, sociology, theology and social psychology have been added to this list. Nevertheless, research exploring the use of resonance in the exclusive context of marketing—particularly in corporate or stakeholder-oriented communication—is rare to non-existent.
Nicole Brühl
2. Interpretive Literature Review
Abstract
As mentioned before, resonance is part of diverse research fields, including natural sciences, psychology, media response, leadership studies, sociology, theology and social psychology.
Nicole Brühl
3. Operationalization of Resonance
Abstract
Due to the newly developed construct of resonance in this dissertation in the context of corporate and specifically stakeholder-oriented communication, no specific operationalization or measurement exists. As demonstrated in the previous chapter, resonance is a construct traversing various scientific disciplines, often uncertain due to inconsistent definitions and applications. In a first step, the development of resonance throughout different research fields was outlined to derive an overview of constitutive elements crucial to be included in a definition in the specific context of corporate and stakeholder-oriented communication, closely linked to the genuine physical concept.
Nicole Brühl
4. Empirical Investigation of Resonance
Abstract
Continuing with the previous elaborations, this chapter discusses the empirical investigation of the compiled theoretical foundations and developed framework in detail. An empirical investigation is crucial to uncover resonance with its constitutive elements and factors that influence its occurrence in this study. It is aimed to move beyond theoretical concepts and explore actual social dynamics shaping resonance in communication.
Nicole Brühl
5. Conclusion
Abstract
The main objective of this dissertation can be divided into the scientific and academic exploration of resonance with its theoretical adaption for corporate and stakeholder-oriented communication and the derivation of implications for practitioners to improve the efficiency of corporate and stakeholder-oriented communication. In the first part, resonance was traced back to its origins in physics to follow its development and modifications through diverse research fields and approaches utilizing resonance more or less linked to its roots within physics. Constitutive elements have been identified to build a thread throughout the presented studies and provide a recurring frame with which the results are aligned.
Nicole Brühl
Backmatter
Title
Exploring the Concept of Resonance in Scientific Research and as a Tool to Improve Efficiency in Corporate Communication
Author
Nicole Brühl
Copyright Year
2025
Electronic ISBN
978-3-658-49975-4
Print ISBN
978-3-658-49974-7
DOI
https://doi.org/10.1007/978-3-658-49975-4

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