Balancing acts: Managing employees and reputation in social media

Joonas Rokka, Katariina Karlsson and Janne Tienari
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Joonas Rokka: Pôle Markets, Brands & Experiences - Rouen Business School - Rouen Business School

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Abstract: Although previous studies have shown that social-media platforms offer companies new ways to gain business value, they have also identified fundamental brand-related challenges in social media. The purpose of this paper is to complement the extant literature by addressing the ways in which companies manage their reputation in social media, focusing on the role of employees. We first illustrate how social-media environments amplify the need for distinct corporate reputation-management practices and, second, how challenges and solutions vary across companies in different sectors and businesses. We contribute to prior research by conceptualising corporate reputation management in social media as balancing acts, which take place in relation to different, contradictory, and sometimes paradoxical priorities related to branding and managing employees.

Keywords: branding; corporate reputation; corporate reputation management; social media; employees (search for similar items in EconPapers)
Date: 2014-06
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Citations: View citations in EconPapers (21)

Published in Journal of Marketing Management, 2014, Vol. 30 (Issue 7-8), pp. 802-827. ⟨10.1080/0267257X.2013.813577⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01064176

DOI: 10.1080/0267257X.2013.813577

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