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High/low reputation companies' dialogic communication activities and semantic networks on Facebook: A comparative study

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  • Hong, Yoo Jung
  • Shin, Donghee
  • Kim, Jang Hyun

Abstract

The present study aims to examine whether there is a significant difference between the level of activity and semantic networks of the Facebook pages of highly reputable and less reputable companies of the same industry. Applying the dialogic communication theory, the present study conducted a semantic network analysis. Samples used in the study include a total of five technology companies: Google, Sony, Dell, Fujitsu and Lenovo. Various elements, such as word clusters, co-occurring words and visual representation, were carried out through NodeXL, WORDij and UCINET software. The results show that high reputation score companies are not necessarily more engaged in direct interaction with its publics than low reputation score companies. In addition, high reputation score companies had positive words, whereas low reputation score companies had mixed results.

Suggested Citation

  • Hong, Yoo Jung & Shin, Donghee & Kim, Jang Hyun, 2016. "High/low reputation companies' dialogic communication activities and semantic networks on Facebook: A comparative study," Technological Forecasting and Social Change, Elsevier, vol. 110(C), pages 78-92.
    • Handle: RePEc:eee:tefoso:v:110:y:2016:i:c:p:78-92
    DOI: 10.1016/j.techfore.2016.05.003
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    References listed on IDEAS

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    1. Weiai Xu & I-Hsuan Chiu & Yixin Chen & Tanuka Mukherjee, 2015. "Twitter hashtags for health: applying network and content analyses to understand the health knowledge sharing in a Twitter-based community of practice," Quality & Quantity: International Journal of Methodology, Springer, vol. 49(4), pages 1361-1380, July.
    2. Melisa Erdilek Karabay, 2014. "Corporate Reputation: A Definitional Landscape," Springer Books, in: Samuel O Idowu & Kiymet Tunca Çaliyurt (ed.), Corporate Governance, edition 127, chapter 0, pages 229-240, Springer.
    3. Xanat Vargas Meza & Han Park, 2015. "Globalization of cultural products: a webometric analysis of Kpop in Spanish-speaking countries," Quality & Quantity: International Journal of Methodology, Springer, vol. 49(4), pages 1345-1360, July.
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    Cited by:

    1. Young-Joo Lee & Ji-Young Park, 2018. "Identification of future signal based on the quantitative and qualitative text mining: a case study on ethical issues in artificial intelligence," Quality & Quantity: International Journal of Methodology, Springer, vol. 52(2), pages 653-667, March.
    2. Brian D. Williams & Jesus N. Valero & Kyungwoo Kim, 2018. "Social media, trust, and disaster: Does trust in public and nonprofit organizations explain social media use during a disaster?," Quality & Quantity: International Journal of Methodology, Springer, vol. 52(2), pages 537-550, March.

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