University of Twente Student Theses


Social Media Environments: Influencing Factors on Corporate Reputation

Sancilio, Alessandro (2014) Social Media Environments: Influencing Factors on Corporate Reputation.

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Abstract:This research was conducted in order to illustrate basic principles of social media marketing. A recent literature review reveals how customer empowerment evolves in social media. In addition, customer empowerment is placed into context of social media environments. Therefore, additional influencing factors on corporate reputation are elaborated and identified as corporate communication and online reputation management. Revealing customer empowerment in the context of corporate communication and online reputation management was done in order to provide examples of how businesses might analyze their social media presence. Therefore this research suggests an extensible conceptual model and operationalizations which might be used by businesses and future researches. In order to turn the Web 2.0 environments into strategic opportunities for businesses a specific focus was laid on strategic recommendations. Strategic recommendations are elaborated in terms of dealing with empowered customers in social, the right channel selection for corporate communication strategy and a recommendation on the message itself. Concluding, this research illustrates how businesses might actively use social media environments in order to turn them into strategic opportunities. This is done by responding, interacting and engaging stakeholders in an efficient way through the identification of the most influential actors in social media as well as the right management of corporate communication and targeted online reputation management.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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