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Inside your social media ring: How to optimize online corporate reputation

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  • Floreddu, Paola Barbara
  • Cabiddu, Francesca
  • Evaristo, Roberto

Abstract

Although it is well accepted that corporate communication has a direct impact on corporate reputation, little is known about the link between firms’ social media communication strategies and the formation of firms’ reputations in an online environment. This article contributes to this body of knowledge by studying the impact of social media communication strategies on firms’ reputations. The setting for our study is the hotel industry. The results offer insights regarding the challenges of developing online communication strategies that affect corporate reputation.

Suggested Citation

  • Floreddu, Paola Barbara & Cabiddu, Francesca & Evaristo, Roberto, 2014. "Inside your social media ring: How to optimize online corporate reputation," Business Horizons, Elsevier, vol. 57(6), pages 737-745.
    • Handle: RePEc:eee:bushor:v:57:y:2014:i:6:p:737-745
    DOI: 10.1016/j.bushor.2014.07.007
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    References listed on IDEAS

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    1. Kotha, Suresh & Rajgopal, Shivaram & Rindova, Violina, 2001. "Reputation Building and Performance: An Empirical Analysis of the Top-50 Pure Internet Firms," European Management Journal, Elsevier, vol. 19(6), pages 571-586, December.
    2. Xiang, Zheng & Gretzel, Ulrike, 2010. "Role of social media in online travel information search," Tourism Management, Elsevier, vol. 31(2), pages 179-188.
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    Cited by:

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    2. Bahtiar Mohamad & Adamu Abbas Adamu & Muslim Diekola Akanmu, 2022. "Structural Model for the Antecedents and Consequences of Internal Crisis Communication (ICC) in Malaysia Oil and Gas High Risk Industry," SAGE Open, , vol. 12(1), pages 21582440221, March.
    3. Saidatul Rahah Hamidi & Maizatul Akmar Ismail & Shuhaida Mohamed Shuhidan & Shamsiah Abd Kadir, 2023. "Corporate Reputation in Industry 4.0: A Systematic Literature Review and Bibliometric Analysis," SAGE Open, , vol. 13(4), pages 21582440231, October.
    4. Sheen Low & Fahim Ullah & Sara Shirowzhan & Samad M. E. Sepasgozar & Chyi Lin Lee, 2020. "Smart Digital Marketing Capabilities for Sustainable Property Development: A Case of Malaysia," Sustainability, MDPI, vol. 12(13), pages 1-40, July.
    5. Yaru Tang & Mengdi Liu & Fan Xia & Bing Zhang, 2024. "Informal regulation by nongovernmental organizations enhances corporate compliance: Evidence from a nationwide randomized controlled trial in China," Journal of Policy Analysis and Management, John Wiley & Sons, Ltd., vol. 43(1), pages 234-257, January.
    6. Shampy Kamboj & Zillur Rahman, 2016. "The influence of user participation in social media-based brand communities on brand loyalty: age and gender as moderators," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 679-700, November.
    7. Eva Alexandra Jakob & Holger Steinmetz & Marius Claus Wehner & Christina Engelhardt & Rüdiger Kabst, 2022. "Like It or Not: When Corporate Social Responsibility Does Not Attract Potential Applicants," Journal of Business Ethics, Springer, vol. 178(1), pages 105-127, June.
    8. Ludovica Moi & Moreno Frau & Francesca Cabiddu, 2018. "Exploring the Role of NVivo Software in Marketing Research," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(4), pages 65-86.
    9. Noha Kamel, 2017. "Managing Reputation Online: Engagement with Customer Generated Reviews (Egyptian Travel Agencies Perspective)," Tourism Research Institute, Journal of Tourism Research, vol. 16(1), pages 117-134, June.
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    13. Gonçalves, Tiago Cruz & Gaio, Cristina, 2023. "Corporate sustainability disclosure and media visibility: Mixed method evidence from the tourism sector," Journal of Business Research, Elsevier, vol. 155(PB).

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