Inside your social media ring: How to optimize online corporate reputation

Paola Barbara Floreddu, Francesca Cabiddu and Roberto Evaristo

Business Horizons, 2014, vol. 57, issue 6, 737-745

Abstract: Although it is well accepted that corporate communication has a direct impact on corporate reputation, little is known about the link between firms’ social media communication strategies and the formation of firms’ reputations in an online environment. This article contributes to this body of knowledge by studying the impact of social media communication strategies on firms’ reputations. The setting for our study is the hotel industry. The results offer insights regarding the challenges of developing online communication strategies that affect corporate reputation.

Keywords: Corporate reputation; Corporate communication; Social media; Customer engagement (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (13)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:bushor:v:57:y:2014:i:6:p:737-745

DOI: 10.1016/j.bushor.2014.07.007

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