A stage to engage: Social media use and corporate reputation

Abstract

h i g h l i g h t s Consumers' social media use is positively related to online company engagement. This relation goes for all consumers, but especially for customers. Consumers' online company engagement is positively related to corporate reputation. This relation applies to all consumers, but in particular to non-customers. The implications for social media policies in the tourism industry are discussed.

Does a Virtual Like Cause Actual Liking? How Following a Brand's Facebook Updates Enhances Brand Evaluations and Purchase Intention

“…Consumers that either followed or were familiar with the Facebook fan page and/or the Twitter activities of an international airline reported more positive reputation scores than consumers who did not follow the brand (Dijkmans, Kerkhof, & Beukeboom, 2015). Moreover, positive evaluations of a company's social media postings were shown to relate to both positive brand attitudes and higher purchase intention (Schivinski & Dabrovski, 2013).…”

Heineken in the House: Improving Online Media Reputation through Featuring a Sponsored Brand Community

“…Online engagement can be enlarged by making users more familiar with an organization's social media activities (Dijkmans et al, 2015), for example through the use of hashtags (Kywe et al, 2012). On Twitter, hashtags are often used to bring multiple conversations together and facilitate a multiplicity of conversations through being retweeted by and to other users (Kywe et al, 2012).…”

Super-connected: How Techno Tourism Redesigns Our Lives Through Meaningful Travel

“…The latest tourism journalism has lectured to the function and utilize of online social platform in tourists' choice-making, plus in touristry maneuver along with administration (Bilgihan, Barreda et al, 2016). Whereas user-Centrica literatures have by and large paying attention on the exploit and brunt of social media in the investigate segment of travelers' scheduling course ( see, Dijkmans, Kerkhof et al, 2015) while provider-ignited researches have rigorous look on the endorsement, administration, as well as inquiries tasks ( see, Luo and Zhong, 2015). Online social platform is satisfying growingly importance as a tourist areas advertising means, furthermore consequently have to be successfully handled by TMs seeming to craft a maintainable spirited lead pro their sites inside the aggressive dome of international touristry (see, M. M. .…”