Faculty of Economics and Business Administration Publications Database

Improving the Corporate Public Perception through Social Media

Beck, Roman
Link External Source: Online Version
Year: 2016

Companies use social media in general and microblogging in particular for different purposes, such as reputation management. We empirically identify different social media activities in terms of social media management strategies, account types, and communicative approaches. By analyzing a data set of over five million twitter messages, we find positive effects of social media management tools, broadcasting accounts, and conversational communication on the corporate public perception.