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.
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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