The Role of Internet in Corporate Reputation Management
73 Pages Posted: 14 Feb 2020
Date Written: July 19, 2016
This research investigates the significance of the use of social media platform by the mobile telecommunication companies (MTCs) of Pakistan. It also questions that how MTCs cater their consumers and stakeholders’ inquiries to manage their corporate reputation on the internet. The top three Pakistani MTCs with their Twitter feeds were selected to examine how the mobile telecom sector use Twitter to build consumer relationships. And how do they provide quality of service for a more progressive internet reputation.
A content analysis of the tweets was conducted to determine the most frequent usage of Twitter in connection with the quality of services provided on the internet. The results show that customers use Twitter to find answers about the product specific questions. They also use it as a source of expressing their thoughts and emotions about a product/service offered by the telecom mobile operator.
Above all, Twitter is serving as a hub for real-time communication between MTCs and their consumers, performing similar tasks as traditional communication media. The results show that the mobile telecom companies should carefully plan time to reach out to their customers through this platform. This can help them to sufficiently manage and restrain from negative online publicity; which can be achieved by making and maintaining positive relationships with their clients.
Keywords: Corporate Reputation, Internet, Social Media, Computer-mediated Communication
Suggested Citation: Suggested Citation