Publication type: | Conference paper |
Type of review: | No review |
Title: | Corporate image formation and corporate communications in virtual communities : a qualitative study |
Authors: | Hallier Willi, Christine |
Proceedings: | Proceedings of the Academy of Marketing Conference 2011: Marketing Field Forever, Academy of Marketing |
Page(s): | 1 |
Pages to: | 10 |
Conference details: | Doctoral Symposium, London, United Kingdom, 28-29 March 2011 |
Issue Date: | 2011 |
Publisher / Ed. Institution: | Brunel University |
Publisher / Ed. Institution: | London |
Language: | English |
Subjects: | Corporate communication; Virtual community; Corporate image; Corporate identity; Computer-mediated communication; Impression formation |
Subject (DDC): | 658.4: Executive Management 659: Advertising and public relations |
Abstract: | An interesting phenomenon in virtual communities (VCs) is that our identity often changes when we become members of communities. There are numerous studies in social psychology, which show that if we become part of a group our personal identity decreases while our social identity increases. Thus, we positively over-attribute everything that comes from this group. This is one of the reasons why companies try to target VCs with their communication activities. Unfortunately, they still often use traditional corporate communication activities, which are not appreciated by community members. They feel disturbed by the companies, which can have a negative impact on corporate image. |
URI: | https://digitalcollection.zhaw.ch/handle/11475/13973 |
Fulltext version: | Published version |
License (according to publishing contract): | Licence according to publishing contract |
Departement: | School of Management and Law |
Appears in collections: | Publikationen School of Management and Law |
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Hallier Willi, C. (2011). Corporate image formation and corporate communications in virtual communities : a qualitative study [Conference paper]. Proceedings of the Academy of Marketing Conference 2011: Marketing Field Forever, Academy of Marketing, 1–10.
Hallier Willi, C. (2011) ‘Corporate image formation and corporate communications in virtual communities : a qualitative study’, in Proceedings of the Academy of Marketing Conference 2011: Marketing Field Forever, Academy of Marketing. London: Brunel University, pp. 1–10.
C. Hallier Willi, “Corporate image formation and corporate communications in virtual communities : a qualitative study,” in Proceedings of the Academy of Marketing Conference 2011: Marketing Field Forever, Academy of Marketing, 2011, pp. 1–10.
HALLIER WILLI, Christine, 2011. Corporate image formation and corporate communications in virtual communities : a qualitative study. In: Proceedings of the Academy of Marketing Conference 2011: Marketing Field Forever, Academy of Marketing. Conference paper. London: Brunel University. 2011. S. 1–10
Hallier Willi, Christine. 2011. “Corporate Image Formation and Corporate Communications in Virtual Communities : A Qualitative Study.” Conference paper. In Proceedings of the Academy of Marketing Conference 2011: Marketing Field Forever, Academy of Marketing, 1–10. London: Brunel University.
Hallier Willi, Christine. “Corporate Image Formation and Corporate Communications in Virtual Communities : A Qualitative Study.” Proceedings of the Academy of Marketing Conference 2011: Marketing Field Forever, Academy of Marketing, Brunel University, 2011, pp. 1–10.
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