A stage to engage: Social media use and corporate reputation

Research output: Contribution to JournalArticleAcademicpeer-review

Abstract

Corporate reputation is a valuable intangible asset for companies, yet is increasingly difficult to manage in an era with hard-to-control online conversations. In this paper, we investigate whether and when a company's online activities to acquire engaged consumers are beneficial for corporate reputation. In a survey among 3531 customers and non-customers of an international airline, we measured consumers' engagement in the airline's social media activities and perception of corporate reputation. Results show that consumers' intensity of social media use is positively related to their engagement in the airline's social media activities, especially among customers. Engagement in the social media activities in turn is positively related to corporate reputation, especially among non-customers. We discuss the implications of the results for social media policies in the travel and tourism industry.
Original languageEnglish
Pages (from-to)58-67
JournalTourism Management
Volume47
DOIs
Publication statusPublished - 2015

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social media
reputation
Industry
customer
media policy
assets
conversation
tourism
Tourism
travel
Social media
Corporate reputation
Media use
industry
Airlines

Cite this

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title = "A stage to engage: Social media use and corporate reputation",
abstract = "Corporate reputation is a valuable intangible asset for companies, yet is increasingly difficult to manage in an era with hard-to-control online conversations. In this paper, we investigate whether and when a company's online activities to acquire engaged consumers are beneficial for corporate reputation. In a survey among 3531 customers and non-customers of an international airline, we measured consumers' engagement in the airline's social media activities and perception of corporate reputation. Results show that consumers' intensity of social media use is positively related to their engagement in the airline's social media activities, especially among customers. Engagement in the social media activities in turn is positively related to corporate reputation, especially among non-customers. We discuss the implications of the results for social media policies in the travel and tourism industry.",
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A stage to engage: Social media use and corporate reputation. / Dijkmans, C.; Kerkhof, P.; Beukeboom, C.J.

In: Tourism Management, Vol. 47, 2015, p. 58-67.

Research output: Contribution to JournalArticleAcademicpeer-review

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AB - Corporate reputation is a valuable intangible asset for companies, yet is increasingly difficult to manage in an era with hard-to-control online conversations. In this paper, we investigate whether and when a company's online activities to acquire engaged consumers are beneficial for corporate reputation. In a survey among 3531 customers and non-customers of an international airline, we measured consumers' engagement in the airline's social media activities and perception of corporate reputation. Results show that consumers' intensity of social media use is positively related to their engagement in the airline's social media activities, especially among customers. Engagement in the social media activities in turn is positively related to corporate reputation, especially among non-customers. We discuss the implications of the results for social media policies in the travel and tourism industry.

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