Communication With Stakeholders Through Corporate Web Sites: An Exploratory Study on the CEO Messages of Major Corporations in Greater China

Sing Bik Cindy Ngai, Rita Gill Singh

Research output: Journal article publicationJournal articleAcademic researchpeer-review

17 Citations (Scopus)


Drawing on an earlier study that views CEO communication as an important strategic tool, this study analyzes the content of CEO messages on Web sites of major corporations in Greater China to reveal their extratextual and intratextual characteristics. The study suggests that the language style employed in these messages, including the linguistic characteristics, regional themes, and interlingual themes, is associated with a corporate communication strategy that is underpinned by CEOs’ beliefs and rooted in cultural values. The findings enhance our understanding of how CEOs view their stakeholders and the content that they include in their messages to stakeholders in order to compete in this digital age.
Original languageEnglish
Pages (from-to)352-394
Number of pages43
JournalJournal of Business and Technical Communication
Issue number3
Publication statusPublished - 1 Jan 2014


  • bilingual texts
  • CEO messages
  • content analysis
  • corporate communication
  • Greater China

ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Business, Management and Accounting(all)

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