期刊
BUSINESS HORIZONS
卷 57, 期 6, 页码 737-745出版社
ELSEVIER SCIENCE BV
DOI: 10.1016/j.bushor.2014.07.007
关键词
Corporate reputation; Corporate communication; Social media; Customer engagement
类别
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. (C) 2014 Kelley School of Business, Indiana University. Published by Elsevier Inc. All rights reserved.
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