Organizational Usage of Social Media for Corporate Reputation Management

Becker, Kip; Lee, Jung Wan

doi:10.13106/jafeb.2019.vol6.no1.231

Cited by 37 publications

(32 citation statements)

References 27 publications

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“…Concerning to firm size, its impacts on the usage and adoption of IT, (Marion et al, 2016), ICT (Cirera et al, 2016;Gerguri-Rashiti et al, 2015;Grazzi & Jung, 2015;Mwantimwa, 2019), new technology (Michaelidou et al, 2011;Taiminen & Karjaluoto, 2015), social media tools and social media usage intensity have been confirmed by some studies in the literature (Parveen et al, 2016;Marion et al, 2016;Fosso-Wamba & Carter, 2014;Eggers et al, 2017;Grazzi & Jung, 2015;Cirera et al, 2016;Gerguri-Rashiti et al, 2015;Grazzi & Jung, 2015). Although some researchers prove the fact that smaller firms' social media usage is higher in comparison with larger businesses (Yellow, 2018;Olanrewaju et al, 2020) many studies oppose to these findings (Becker & Lee, 2019;Fosso-Wamba & Carter, 2014). For instance, the propensity of larger businesses to use new technological and social media tools might be higher than smaller enterprises since they have more and various types of financial resources (Marion et al, 2016;Parveen et al, 2016;Grazzi & Jung, 2015;Taiminen & Karjaluoto, 2015).…”

Section: Theoretical Basesmentioning

confidence: 99%

THE IMPACTS OF FIRM CHARACTERISTICS ON SOCIAL MEDIA USAGE OF SMEs: EVIDENCE FROM THE CZECH REPUBLIC

Žufan

Civelek

Hamarneh

et al. 2020

IJEK

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Comparing to larger businesses, SMEs face more barriers in their marketing operations since they have a lower amount of financial resources and assets. But the emergence of social media platforms has provided many chances for them to overcome these barriers by enabling them to do marketing and promotion activities. Although these social media channels are easy to access by each of their users, awareness, perceptions, capabilities of SMEs might differ when using these platforms. In this regard, this research aims to analyze and find out whether social media usage differs among SMEs regarding their age and size. In parallel with this purpose, the researchers used an online questionnaire to collect data from 454 Czech SMEs. These SMEs were selected by applying a random sampling method and then an online questionnaire was directed to the respondents who were owners and managers of these enterprises. To analyze the data, the researchers performed an Independent T-test in SPSS statistical program. According to the results, social media usage does not differ between smaller-larger and younger-older SMEs. The reasons for these similarities among SMEs might stem from the industry that they operate, the cost of social media usage, and the age of younger firms’ executives. Nonexistence of the differences among analyzed Czech SMEs makes this paper differ from other studies. Some policy implementations are also offered by the researchers to increase awareness, skills, and usage of social media platforms by SMEs.

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Section: Theoretical Basesmentioning

confidence: 99%

THE IMPACTS OF FIRM CHARACTERISTICS ON SOCIAL MEDIA USAGE OF SMEs: EVIDENCE FROM THE CZECH REPUBLIC

Žufan

Civelek

Hamarneh

et al. 2020

IJEK

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“…Research conducted by Fotis et al (2012) and Valck et al (2010) stated that virtual communities are an important network that will influence consumer behavior. Becker and Lee (2019) reveal that large companies have more social media ownership than small companies and large companies respond to social media posts at a greater frequency and faster than small companies.…”

Section: Introductionmentioning

confidence: 99%

Social Media Marketing and Brand Loyalty: The Role of Brand Trust

Puspaningrum¹

2020

JAFEB

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This study examines the relationship between social media marketing and brand loyalty through brand trust. Respondents were drawn from customers of McDonald's, Malang City, East Java Province, Indonesia. For this study, 130 questionnaires were distributed and data were analyzed using the Structure Equation Model (SEM) version 22 of the AMOS (Analysis of Moment Structure) application. The results showed that social media marketing had an impact on increasing McDonald's brand trust and brand loyalty. Brand trust influences brand loyalty and brand trust can mediate the influence of social media marketing on McDonald's brand loyalty. The findings prove that brand trust can mediate the effect of social media marketing on customer loyalty to McDonald's brand. These results can be explained by the fact that marketing strategies through social media marketing, such as making it easy for customers to get information related to McDonald's on social media, can contribute to customer trust and that trust is formed because McDonald's always pays attention to the quality of the products offered. Brand trust can mediate the influence of social media marketing on customer loyalty to McDonald's brand. This means that information related to McDonald's on social media is proportional to the quality of the product offered.

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“…Recently, this theoretical approach has been applied in management contexts. Several authors have mentioned that some debates referring to this theoretical and conceptual framework contemplate the following: Food safety behaviors [23,51], pollution reduction preferences of managers [24,46], knowledge-sharing perceptions and behavior of CEOs and managers [25,26,50], fraudulent and unethical dossiers of financial behavior [27,52], and employee considerations about usage of new technology [6,52]. For example, according to this perspective, the consumer is unable to judge if a company uses all available measures to prevent contamination, the social prestige value of the brand and how their own image or prestige will be affected by negative events on reputation.…”

Section: Corporate Reputation As a Communication Strategy For Companimentioning

confidence: 99%

“…However, in management and business studies, a small number of studies have applied this theory to investigate managers' perceptions influencing corporate reputation in the particular context of leader companies listed with presence in relevant stock exchanges [6,[51][52][53][54]. Reputation determines a company's position in its sector [40,42], increases its competitiveness by raising the commercial value of its products and services [8,39], and attracts investors [38,43,[53][54][55][56][57].…”

Section: Corporate Reputation As a Communication Strategy For Companimentioning

confidence: 99%

“…In the last years, the presence in mass media and social media of news related to companies and the importance of corporate strategies, policies, and actions oriented to socially and environmentally friendly approaches have witnessed a great growth worldwide [1]. These phenomena have led to relevant changes in the manner in which the media, managers, and chief executive officers (CEOs) in companies disseminate information based on the available empirical evidence related to environmental and social effects of corporate reputation, and codes of conduct [2][3][4][5][6][7][8][9].…”

Section: Introductionmentioning

confidence: 99%

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The Influence of Heuristic judgments in Social Media on Corporate Reputation: A Study in Spanish Leader Companies

2020

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From a corporate-side perspective, the communication of reputational actions and news of companies becomes critical for success. However, in communication, business, and management studies, heuristics can be understood as simple cognitive processes that allow assessments, predictions, and decisions to be made quickly and efficiently by consumers and economic agents. This aspect can sometimes lead to cognitive biases, especially when little information is available or in situations of high uncertainty. The aim of this research is to investigate the influence of heuristic judgments in social media on corporate reputation ratings obtained in Spanish leader companies. Using data collected in Spain, this paper analyzes the influence of heuristics concerning news items on corporate reputation, measured by the Monitor Empresarial de Reputación Corporativa (MERCO) Index. The main finding of this paper is that the total number of news items has a positive effect on corporate reputation, particularly in the categories of culture-values, results/image, expansion, and sponsorship/donations. Additionally, this work serves as a repository of knowledge applicable to similar situations considering the specificities of each particular case. The importance to intervene on certain variables at different levels of managerial performance is described and implications for companies are discussed in these pages.

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Organizational Usage of Social Media for Corporate Reputation Management

Cited by 37 publications

References 27 publications

THE IMPACTS OF FIRM CHARACTERISTICS ON SOCIAL MEDIA USAGE OF SMEs: EVIDENCE FROM THE CZECH REPUBLIC

THE IMPACTS OF FIRM CHARACTERISTICS ON SOCIAL MEDIA USAGE OF SMEs: EVIDENCE FROM THE CZECH REPUBLIC

Social Media Marketing and Brand Loyalty: The Role of Brand Trust

The Influence of Heuristic judgments in Social Media on Corporate Reputation: A Study in Spanish Leader Companies

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