Organizational Usage of Social Media for Corporate Reputation Management

Becker, Kip; Lee, Jung Wan (2019). Organizational Usage of Social Media for Corporate Reputation Management. Journal of Asian Finance Economics and Business, Vol.6 No.1, pp. 231-240. DOI: http://doi.org/10.13106/jafeb.2019.vol6.no1.231

10 Pages Posted: 24 Mar 2022

See all articles by Jung Wan Lee

Jung Wan Lee

Anhui University of Finance and Economics; Boston University - Department of Administrative Sciences

Date Written: February 28, 2019

Abstract

The paper aims to investigate the relationship between firm size and organizational actions on adopting social media for corporate reputation management. The sample group of 198 companies is selected with a simple random sample method from the New York Stock Exchange (NYSE) listings: Sixty nine companies were from the Fortune 500 listings, seventy one companies from the NYSE midsize capitalization and fifty eight companies from the NYSE small capitalization listings. This study employs cross tabulations and Chi-square analysis, and the Kruskal-Wallis that enables the comparison of three samples that are independent. The results of the study show that (1) large firms have more social media ownership than small firms, (2) large firms respond to social media posts at a greater frequency and quickly than small firms, and (3) firm size is less likely associated with response styles to social media for online reputation management. The results show that reply time and response styles of organizations to social media customers in the 2015 survey has no significant change compared to that of 2011. There appears to be a pervasive lack strategic framework as most firms in the study were found not to be adequately monitoring or leveraging social media communication for their reputation management.

Keywords: Social Media, Reputation Management, Corporate Image, Corporate Reputation, Brand Image, Strategic Management.

JEL Classification: M11, M31, M37.

Suggested Citation

Lee, Jung Wan, Organizational Usage of Social Media for Corporate Reputation Management (February 28, 2019). Becker, Kip; Lee, Jung Wan (2019). Organizational Usage of Social Media for Corporate Reputation Management. Journal of Asian Finance Economics and Business, Vol.6 No.1, pp. 231-240. DOI: http://doi.org/10.13106/jafeb.2019.vol6.no1.231, Available at SSRN: https://ssrn.com/abstract=4035169

Jung Wan Lee (Contact Author)

Anhui University of Finance and Economics ( email )

962 CaoShan Road
Bengbu, Anhui 233030
China
86 166 5525 6962 (Phone)

HOME PAGE: http://www.aufe.edu.cn

Boston University - Department of Administrative Sciences

808 Commonwealth Avenue
Boston, MA 02215
United States
617 358 5627 (Phone)
617 353 6840 (Fax)

HOME PAGE: http://www.bu.edu/met

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