CoDiDA Research Article Published in Administrative Sciences

Corporate Self-Representation on Official Websites: Strategic Signifiers and Sentiment Profiles

The scientific article, authored by Assistant Professor Katarina Kostelić, PhD, and Professor Marli Gonan Božac, PhD, examines how leading Croatian companies present themselves on their official websites and which emotional tones and strategic signifiers they use when communicating their identity, values, and business orientation.

The study is based on a sample of 100 leading Croatian companies and applies sentiment and emotion analysis together with cluster analysis. The findings reveal a predominance of positive emotions, particularly trust and anticipation, and identify three distinct corporate communication profiles: optimistic consumer-oriented narratives, transparent issue-addressing communication, and more neutral, technically oriented descriptions.

The article is closely aligned with the objectives of the CoDiDA project, as it contributes to understanding how organisations shape information, trust, and stakeholder expectations in digital environments. It is particularly relevant to the project's research on text mining, sentiment analysis, strategic communication, digital transformation, and organisational decision-making. The findings provide a foundation for developing analytical tools and practical guidelines that help organisations align their digital communication with stakeholder expectations, transparency, and responsible decision-making.