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HET EFFECT VAN SOCIAL MEDIA GEBRUIK OP DE REPUTATIE VAN ORGANISATIES DOOR OPENHEID, INHOUDELIJKE INTERACTIE EN INTERACTIESNELHEID EEN BETERE REPUTATIE BIJ DE STAKEHOLDERS CREËREN

Vos, Lucas F.J. (2011) HET EFFECT VAN SOCIAL MEDIA GEBRUIK OP DE REPUTATIE VAN ORGANISATIES DOOR OPENHEID, INHOUDELIJKE INTERACTIE EN INTERACTIESNELHEID EEN BETERE REPUTATIE BIJ DE STAKEHOLDERS CREËREN.

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Abstract:This report describes a research thas has been done to investigate the relationship between social media usage of organizations and organizational reputation. Social media usage in this study, has been conceptualized by the sum of the social media activities and the achievement of social media goals. Two studies have been conducted. The first study was among 22 communication experts who has been asked to consult in two cases, which were cases where organizations had to deal with a threat to its reputation via social media. This study aimed to reveal common practices from this expert panel in dealing with such threats. The second study was a combined survey of stakeholders of the two higher education facilities in the Netherlands. The group of stakeholders consisted of employees of Saxion in the Netherlands and scholars in pre-university education who has been surveyed about the University of Twente. A total of 282 respondents had completed the survey. Various effects of the social media communication of the two higher education facilities have been found. First, the social media activities on the various social media platforms in most cases, showed significant interaction on achieving the social media goals, especially in achieving openness, content of conversation, and interactionspeed. The achievement of reaching these goals showed that they are positive predictors of organizational reputation. The results of the expert panel confirmed these findings.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/61277
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