|Publication type:||Article in scientific journal|
|Type of review:||Peer review (publication)|
|Title:||Corporate impression formation in online communities : a qualitative study|
|Authors:||Hallier Willi, Christine|
|Published in:||Qualitative Market Research|
|Publisher / Ed. Institution:||Emerald|
|Subjects:||Social networks; Online communities; Corporate communication; Corporate image; Computer-mediated communication; Virtual communities|
|Subject (DDC):||658.4: Executive Management|
|Abstract:||Purpose: 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. Design/methodology/approach: A qualitative research method was chosen, consisting of two stages. In stage one, 17 expert interviews with academics and practitioners were conducted, and in stage two, 12 OCMs were interviewed to clarify the concepts and gain new insights. Findings: The study gains new knowledge relating to corporate communication in OCs and image formation. Specifically, the authors identify and confirm important key constructs in corporate impression formation in OCs, namely, relevance of messages, communication style, social context cues, affiliation, perceived similarity, source credibility and interpersonal communication. Furthermore, a conceptual model is proposed on the relationship between communication elements relevant in online communities and their influence on corporate impression. Practical implications: The study helps to refine existing concepts of corporate impression formation in OCs. It is suggested that understanding how corporate impression is formed in OCs helps companies to participate in virtual networks, improving their corporate impression.|
|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|
Files in This Item:
There are no files associated with this item.
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.