دانلود رایگان مقاله تعامل سهامداران فیس بوک در بهبود اعتبار فیسبوک یا خراب کردن اعتبار

abstract

The majority of studies in public relations continue to examine organization-public relationships from only the organization’s perspective, with few studies focusing on the other side of the communication loop: stakeholders. The current study takes the stakeholders’ perspective to investigate the relationship between active stakeholders’ online behavior and corporate reputation. Modeling 5-year longitudinal social media data, a content analysis was conducted for Fortune 500 companies in the context of Facebook. By examining stakeholders’ Facebook engagement at the two levels of shallow engagement and profound engagement, significant associations were discovered.Active stakeholders’ Facebook-based interactions as leaving positive or negative comments with a company are significant predictors of the company’s reputation score. The findings bring new insights to existing literature and also practical implications to public relations professionals.

5. Discussion

 5.1. General interpretations of study results Corporations are increasingly investing in social media, hoping to improve their corporate reputation through engaging and managing relationships with various stakeholders. Nevertheless, this trend is based on an assertion that was somewhat under-tested. Previous studies about social media adoption primarily investigated the potential from an organizational perspective. Content analyses were conducted in related studies focusing on how organizations manage relationships with stakeholders through examining organization-controlled content, but with little attention given to how these communication activities would impact the public’s cognitive perceptions or online behavior.