Title: Corporate impression formation in online communities : a qualitative study
Authors : Hallier Willi, Christine
Nguyen, Bang
Melewar, T.C.
Dennis, Charles
Published in : Qualitative Market Research : an international journal
Volume(Issue) : 17
Issue : 4
Pages : 410
Pages to: 440
Issue Date: Jun-2014
License (according to publishing contract) : Licence according to publishing contract
Type of review: Peer review (Publication)
Language : English
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
DOI : 10.1108/QMR-07-2013-0049
ISSN: 1352-2752
URI: https://digitalcollection.zhaw.ch/handle/11475/9054
Appears in Collections:Publikationen School of Management and Law

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