Corporate communication: Analysing Marvel and DC.

US publishers of superhero comic books are large media entertainment companies that develop and license not only superhero comic books, but also superhero movies, video games and various merchandise. These superhero media entertainment companies use certain strategic corporate communication guidelines. Based on a structured quantitative analysis of 1000 superhero media entertainment company tweets and twenty superhero comic books, it appears that the corporate communication of modern superhero media entertainment companies focus, from a promotional strategic point of view, on the comic books they publish. In addition to strategic promotional attention to superhero comic books, every company decides how much strategic attention is received by other superhero media entertainment domains, such as superhero movies, superhero video games and all types of superhero merchandise. The findings also show that company logos, company brand names and certain fictional superheroes are salient to strategic corporate communication of the superhero media entertainment companies. And every company decides how much promotional advertising within the published comic books is given to their own developed and licensed superhero products or to products and merchandise of other companies