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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. Xiang, Zheng & Gretzel, Ulrike, 2010. "Role of social media in online travel information search," Tourism Management, Elsevier, vol. 31(2), pages 179-188.
    2. 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.
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