|Title:||Corporate impression formation in online communities : a qualitative study|
|Authors :||Hallier Willi, Christine|
|Published in :||Qualitative Market Research : an international journal|
|License (according to publishing contract) :||Licence according to publishing contract|
|Type of review:||Peer review (Publication)|
|Subjects :||Social networks; Online communities; Corporate communication; Corporate image; Computer-mediated communication; Virtual communities|
|Subject (DDC) :||658.4: Executive Management|
|Abstract:||This study aims to evaluate elements of corporate communication in online communities (OCs) and their influence on corporate impression formation. Interactive online platforms such as OCs are growing. Companies are discovering their importance and increasingly include OCs in their communication activities. The present study identifies the underlying components relevant to successful corporate communication in OCs, and further explore if and how online community members (OCMs) expect companies to communicate with them, explaining how corporate impressions are formed.|
|Departement:||School of Management and Law|
|Publication type:||Article in scientific Journal|
|Appears in Collections:||Publikationen School of Management and Law|
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