Rising expectations in society for moral brand behavior have increased the relevance of brand purpose communication on social media. Nevertheless, there is a lack of fundamental research in this area. This study therefore examines brand purpose communication on Twitter, particularly with regard to the values addressed and the communication strategies implemented by corporate brands as well as the corresponding user engagement. A quantitative content analysis of 30 corporate Twitter accounts from 10 industries (n = 6000) shows that brand purpose is communicated across all brands and industries. The values of solidarity and sustainability are in the foreground. In an industry comparison, the FMCG industry and the financial services industry communicate most frequently on brand purpose issues, whereas the media industry and the luxury goods industry do so only marginally. Corporate brands predominantly use information strategy to communicate their brand purpose, although the involvement strategy leads to more engagement. Overall, the analysis shows that the potential of brand purpose communication is not being exploited to the same extent in all industries.

社会对道德品牌行为的期望不断提高，增加了社交媒体上品牌目的传播的相关性。然而，该领域缺乏基础研究。因此，本研究考察了 Twitter 上的品牌目的传播，特别是企业品牌所涉及的价值观和实施的传播策略以及相应的用户参与度。对来自 10 个行业的 30 个企业 Twitter 帐户进行定量内容分析（n = 6000）表明品牌宗旨在所有品牌和行业中得到传达。团结和可持续发展的价值观是最重要的。在行业比较中，快速消费品行业和金融服务行业在品牌目的问题上的沟通最为频繁，而媒体行业和奢侈品行业的沟通则很少。企业品牌主要使用信息策略来传达其品牌目的，尽管参与策略会带来更多的参与度。总体而言，分析表明，品牌目的传播的潜力并未在所有行业中得到同等程度的开发。