15 research outputs found
Corporate impression formation in online communities - determinants and consequences of online community corporate impressions
This thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University.The purpose of this study is to gain in-depth knowledge of how the members of
online communities form impressions of organisations that use online communities
in their communication activities. Online impression formation has its peculiarities
and in order to succeed companies need to better understand this phenomenon.
In order to appreciate and evaluate an interaction, those involved in it must know
their own identity. Hence, individuals as well as companies engage in identity
production by trying to project a favourable impression. The process of identity
production can take place in both the offline and the online world. This study focuses
on the online world, more specifically on online communities, by investigating how
online community members form impressions of companies that produce their
identities in online communities.
Technology has changed customer behaviours dramatically. People have embraced
the Internet to meet and interact with one another. This behaviour is in line with the
postmodern assumption that there is a movement towards re-socialisation. Online
communication platforms connect people globally and give them the possibility to
interact and form online social networks. These platforms are interactive, and thus
change the traditional way of communication. Companies therefore have to embrace
those interactive ways of communication. In the online world consumers are quick to
react to communication weaknesses. Inappropriate corporate communication
activities can affect the image they have formed of the company in question
Corporate impression formation in online communities: a qualitative study
Purpose: This study aims to evaluate elements of corporate communication in online communities (OCs) and their influence on corporate impression formation. Interactive online platforms such as OCs are growing. Companies are discovering their importance and increasingly include OCs in their communication activities. The present study identifies the underlying components relevant to successful corporate communication in OCs, and further explore if and how online community members (OCMs) expect companies to communicate with them, explaining how corporate impressions are formed.
Design/methodology/approach: A qualitative research method was chosen, consisting of two stages. In stage one, seventeen expert interviews with academics and practitioners were conducted, and in stage two, twelve OCMs were interviewed to clarify the concepts and gain new insights.
Findings: The study gains new knowledge relating to corporate communication in OCs and image formation. Specifically, the authors identify and confirm important key constructs in corporate impression formation in OCs, namely, relevance of messages, communication style, social context cues, affiliation, perceived similarity, source credibility and interpersonal communication. Furthermore, a conceptual model is proposed on the relationship between communication elements relevant in online communities and their influence on corporate impression.
Theoretical and practical implications: The study helps to refine existing concepts of corporate impression formation in OCs. It is suggested that understanding how corporate impression is formed in OCs helps companies to participate in virtual networks, improving their corporate impression
Localization of computer-mediated communication and corporate impression on online communities
Purpose
The purpose of this paper is to investigate the importance of localizing online communities (OCs) and examines how OC members form impressions of organizations that use OCs in their communication activities. A conceptual framework and measurement scale are developed that consist of complex latent constructs.
Design/methodology/approach
A sequential multi-method approach is adopted with both qualitative and quantitative investigations. Using Structural equation modeling, the research refines and validates the measurement scales of impression formation in OCs.
Findings
Findings reveal that comprehensive messages have a direct effect on the impressions that an OC member forms. In particular, social context cues are an important predictor of online community corporate impression (OCCIP). Source credibility, affiliation, characteristics and interpersonal communication are all critical to OCCIP, which in turn, influence membersâ attitudes toward the company and the intention to use it again. Surprisingly, relevance, timeliness, accuracy and perceived similarity did not have any significant effect on the corporate impression.
Originality/value
Three contributions are offered: First, the study provides reliable scales for measuring OCCIP. Second, support is given to the conceptual model that links OCCIP to a set of consequences, namely, attitudes toward the company, intention to use the company, and word-of-mouth. Finally, the study is conducted across two different and unique types of OC contexts, stipulating further insights into the localization of OCs
Das Schweigen hat ein Ende : der Kunde spricht
Das Internet bringt uns zu unseren UrsprĂŒngen zurĂŒck, als KĂ€ufer und VerkĂ€ufer noch direkt miteinander gesprochen haben. Wer die neuen MarktverhĂ€ltnisse der virtuellen Welt nicht zu verstehen weiss oder gar ignoriert, verweigert die Konversation mit dem Kunden und muss sich nicht wundern, wenn ihm kĂŒnftig der Markt den RĂŒcken zukehrt. Der Kunde hat seine Stimme wiedergefunden und möchte mit den Unternehmen kommunizieren
Corporate Identity Online : wie Online-Kommunikation die Wahrnehmung des Unternehmens beeinflusst
Corporate image formation and corporate communications in virtual communities : a qualitative study
An interesting phenomenon in virtual communities (VCs) is that our identity often changes when we become members of communities. There are numerous studies in social psychology, which show that if we become part of a group our personal identity decreases while our social identity increases. Thus, we positively over-attribute everything that comes from this group. This is one of the reasons why companies try to target VCs with their communication activities. Unfortunately, they still often use traditional corporate communication activities, which are not appreciated by community members. They feel disturbed by the companies, which can have a negative impact on corporate image
Aligning identity and behavior in luxury watch retail : understanding the front reality of sales staff in luxury watch boutiques as a starting point
Luxury watch manufacturers open boutiques around the globe. A branded boutique is a promise to customers and much of the responsibility of keeping it weighs on frontline employees. However, not much is known about the âmoments of truthâ in monobrand boutiques. This study explores the âfront realityâ of sales staff and besides a theoretical and a managerial contribution provides a critical reflection of the methodological approach