Journal Search Engine
Search Advanced Search Adode Reader(link)
Download PDF Export Citaion korean bibliography PMC previewer
ISSN : 2288-4637(Print)
ISSN : 2288-4645(Online)
The Journal of Asian Finance, Economics and Business Vol.6 No.1 pp.231-240
DOI : http://doi.org/10.13106/jafeb.2019.vol6.no1.231

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: kbecker@bu.edu
2 Corresponding Author. Assistant Professor, Administrative Sciences Department, Metropolitan College, Boston University [Postal Address: 808 Commonwealth Avenue, Boston, MA 02215, USA] E-mail: jwlee119@bu.edu
June 30, 2018 August 3, 2018 September 30, 2018

Abstract

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.

초록


 

Figure

Table

Reference

  1. Aaker, J., Fournier, S., & Brasel, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31(June), 1-16.
  2. Argenti, P. A. (2005). The challenge of protecting reputation. Retrieved May 2, 2018 from http://www.tuck.dartmouth.edu/exec/pdf/FT_protecting_reputation.pdf
  3. Becker, K., & Lee, J. W. (2012). Social network reputation management: An investigation of the actions of firms on the New York and London Stock Exchanges. In E. Kaynak & T. D. Harcar (Eds.), Proceedings of the Twenty First Annual World Business Congress of International Management Development Association, 21, 356-362. Hummelstown, PA: International Management Development Association.
  4. Becker, K., Kanabar, V., & Nobre, H. (2011). Company integrity management in the new social network environment: A comparison of large and small firms on Facebook. Advances in Global Management Development, 20, 268-273.
  5. Becker, K., Nobre, H., & Kanabar, V. (2013). Monitoring and protecting company and brand reputation on social networks: When sites are not enough. Global Business and Economics Review, 15(2/3), 293-308.
  6. Bensinger, G. (2011, December 31). Verizon drops plan for new $2 fee. Wall Street Journal. Retrieved May 2, 2018 from http://online.wsj.com/article/SB10001424052970204 720204577130802272138184.html
  7. Bradshaw, T., & Rappeport, A. (2012, January 24). McDonnald’s Twitter campaign hijacked. Financial Times. Retrieved May 2, 2018 from http://www.ft.com/intl/cms/s/0/6de5a21e-46b3-11e1-bc5f-00144feabdc0.html#axzz26IEx95KD
  8. Davis, C., & Moy, C. (2007). Coming to terms with business transparency. Admap Magazine, 487, 19-22.
  9. Deighton, J., & Kornfeld, L. (2009). Interactivity's unanticipated consequences for marketers and marketing. Journal of International Marketing, 23, 4-10.
  10. Fogel, J., & Nehmad, E. (2009). Internet social network communities: Risk taking, trust, and privacy concerns. Computers in Human Behavior, 25, 153-160.
  11. Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(March), 343-373.
  12. Fournier, S., & Avery, J. (2011). The uninvited brand. Business Horizons, 54(3), 193-207.
  13. Fournier, S., & Yao, J. L. (1997). Reviving brand loyalty: A reconceptualization within the framework of consumer-brand relationships. International Journal of Research in Marketing, 14(5), 451-472.
  14. Granovetter, M. (1985). Economic action and social structure: The problem of embeddedness. American Journal of Sociology, 91(2), 481-510.
  15. Greer, C., & Ferguson, D. (2011). Using Twitter for promotion and branding: A content analysis of local television Twitter sites. Journal of Broadcasting & Electronic Media, 55(2), 198-214.
  16. Hanna, R., Rohm, A., & Crittenden, V. (2011). We’re all connected: The power of the social media ecosystem. Business Horizons, 54(3), 265-273.
  17. Hendler, J., & Golbeck, J. (2007). Metcalfe’s law, web 2.0, and the semantic web. Journal of Web Semantics, 6(1), 14-20.
  18. Hennig-Thurau T., Malthouse, E., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). The impact of new media on customer relationships. Journal of Service Research, 13(3), 311-330.
  19. Jolly, A. (2001). Managing corporate reputations. London, UK: Public Relations Consultants.
  20. Jones, B., Temperley, J., & Lima, A. (2009). Corporate reputation in the era of web 2.0: The case of Primark. Journal of Marketing Management, 25, 927-939.
  21. Jones, R., & Kim, Y. (2011). Single-brand retailers: Building brand loyalty in the off-line environment. Journal of Retailing and Consumer Services, 18(4), 333-340.
  22. Joo, Y.-H., Kim, Y.-S., & Yang, S.-J. (2011). Valuing customers for social network services. Journal of Business Research, 64(11), 1239-1244.
  23. Kim, H., Lee, I., & Lee, C. (2013). Building web 2.0 enterprises: A study of small and medium enterprises in the United States. International Small Business Journal, 31(2), 156-174.
  24. Kozinets, R. V., de Valck, K., Wojnicki, A. C., & Wilner, S. J. S. (2010). Networked narratives: Understanding word-of-mouth marketing in online communities. Journal of Marketing, 74(2), 71–89.
  25. Kumar, V., Bhaskaran, V., Mirchandani, R., & Shah, M. (2013). Creating a measurable social media marketing strategy: Increasing the value and ROI of intangibles and tangibles for Hokey Pokey. Marketing Science, 32(2), 194-212.
  26. Lisjak, M., Lee, A. Y., & Gardner, W. L. (2012). When a threat to the brand is a threat to the self. Personality and Social Psychology Bulletin, 38(9), 1120-1132.
  27. Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.
  28. McCann, D. (2011, February). Social media frenzy. CFO. Retrieved May 2, 2018 from http://www3.cfo.com/article/ 2011/2/technology_social-media-frenzy
  29. Murphy, C. (2006). Blogging: Waste of time or corporate tool? Retrieved May 2, 2018 from http://www.personneltoday.com/Articles/2006/03/21/34506/blogging-waste-of-time-orcorporate-tool.html
  30. Nobre, H., Becker, K., & Brito, C. (2010). Brand relationships: A personality-based approach. Journal of Service Science and Management, 3(2), 206-217.
  31. Nobre, H., & Becker, K. (2012). Developing consumer brand relationships built to last brand stress, catastrophic events and negative social network campaigns. Journal for International Business and Entrepreneurship Development, 6(2), 107-124.
  32. Reddy S. K., Holak, S. L., & Bhat, S. (1994). To extend or not to extend? Success determinants of line extensions. Journal of Marketing Research, 31(May), 243-262.
  33. Sheth, J., & Parvatiyar, A. (2002). The relationship between customer loyalty and purchase incidence. Journal of Relationship Marketing, 1(1), 3-36.
  34. Shirky, C. (2009). Clay Shirky explains how Twitter & Facebook have changed geopolitics. Retrieved September 13, 2017 from http://www.marketingshift.com/ 2009/6/clay-shirky-explains-how-Twitter.cfm
  35. Singh, T., Veron-Jackson, L., & Cullinane, J. (2008). Blogging: A new play in your marketing game plan. Business Horizons, 51(4), 281-292.
  36. Spencer, S., & Shandwick, W. (2010). The rising CCO III. Retrieved May 2, 2018 from http://issuu.com/ webershandwick/docs/the_rising_cco_3
  37. Vollmer, C., & Precourt, G. (2008). Always on: Advertising, marketing, and media in an era of consumer control. New York, NY: McGraw-Hill.
  38. Wright, D. K., & Hinson, M. D. (2009). An analysis of the increasing impact of social and other new media on public relations practices. Paper presented at the 12th annual international public relations research conference, March 14, 2009, Miami, Florida. Retrieved May 2, 2018 from http://www.instituteforpr.org/wp-content/uploads/Wright_ Hinson_PR_Miami.pdf
  39. Yu, Y., Duan, W., & Cao, Q. (2013). The impact of social and conventional media on firm equity value: A sentiment analysis approach. Decision Support Systems, 55(4), 919-926.
  40. Zhou, Z., Zhang, Q., Su, C., & Zhou, N. (2012). How do brand communities generate brand relationships? Intermediate mechanisms. Journal of Business Research, 65(7), 890-895.