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ISSN : 2288-4637(Print)
ISSN : 2288-4645(Online)
The Journal of Asian Finance, Economics and Business Vol.6 No.1 pp.231-240

Organizational Usage of Social Media for Corporate Reputation Management

Kip Becker1, Jung Wan Lee2
* The paper with a title [“Social Network Reputation Management: An Investigation of the Actions of Firms on the New York and London Stock Exchanges’] was presented initially at the Twenty First Annual World Business Congress of the International Management Development Association (IMDA2012) that was held in HAAGA-HELIA University of Applied Sciences, Helsinki, Finland, July 4–8, 2012. This paper is a substantially revised and expanded version of the paper presented at IMDA2012 conference. The authors have taken into account all the comments of Editors, Session Chairs and Reviewers in the revised manuscript. The authors greatly appreciate Editors, Session Chairs and Reviewers for their valuable comments, interest in and support of this research.
1 First Author. Associate Professor Emeritus, Administrative Sciences Department, Metropolitan College, Boston University, Boston, USA. E-mail:
2 Corresponding Author. Assistant Professor, Administrative Sciences Department, Metropolitan College, Boston University [Postal Address: 808 Commonwealth Avenue, Boston, MA 02215, USA] E-mail:
June 30, 2018 August 3, 2018 September 30, 2018


The paper aims to investigate the relationship between firm size and organizational actions on adopting social media for corporate reputation management. The sample group of 198 companies is selected with a simple random sample method from the New York Stock Exchange (NYSE) listings: Sixty nine companies were from the Fortune 500 listings, seventy one companies from the NYSE midsize capitalization and fifty eight companies from the NYSE small capitalization listings. This study employs cross tabulations and Chi-square analysis, and the Kruskal-Wallis that enables the comparison of three samples that are independent. The results of the study show that (1) large firms have more social media ownership than small firms, (2) large firms respond to social media posts at a greater frequency and quickly than small firms, and (3) firm size is less likely associated with response styles to social media for online reputation management. The results show that reply time and response styles of organizations to social media customers in the 2015 survey has no significant change compared to that of 2011. There appears to be a pervasive lack strategic framework as most firms in the study were found not to be adequately monitoring or leveraging social media communication for their reputation management.

JEL Classification Code: M11, M31, M37.






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