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عنوان فارسی مقاله:
اعتبار سهامداران در ذینفعان: چگونه تعامل سهامداران فیس بوک در بهبود اعتبار فیسبوک یا خراب کردن اعتبار آن موثر هستند؟
عنوان انگلیسی مقاله:
Staking reputation on stakeholders: How does stakeholders’ Facebook engagement help or ruin a company’s reputation?
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Literature review 2.1.
Corporate reputation Corporate reputation is a construct involving multiple disciplines such as economics, marketing, management, psychology, and sociology (Ponzi, Fombrun, & Gardberg, 2011). There are two common attributes that have emerged that describe the characteristics of corporate reputation: subjective collectivity and cumulativeness of cognitive presentation. The first aspect is subjective collectivity. Based on individual features and experiences with a company, different stakeholders may hold distinct perceptions and images of a company. However, reputation aggregates stakeholder beliefs and cognitive recognition and extracts the communality to form a collective assessment system (Bromley, 1993; Fombrun, 1996; Fombrun & Van Riel, 2003; Grunig & Hung, 2002; Yang, 2007; Yang & Grunig, 2005). Built upon the first characteristic, the next trait of corporate reputation is cumulativeness of cognitive presentation. Murphy (2010) asserted that the evolution of reputation has a history so the concept is cumulative and time-oriented. The formation of reputation is not from a single event or a discrete experience. Instead, reputation accumulates through a variety of stakeholders’ repeated behavioral and symbolic interactions with a company including personal or second-hand experiences and from the company’s information dissemination (Bromley, 1993; Caruana, 1997; Fombrun & van Riel, 2003). The significant benefits of a strong corporate reputation have not only been recognized by professionals, but also been validated by academic researchers. Hall (1992) found that among 13 intangible options, British executives ranked reputation as the most important one. In the U.S., corporate professionals from the Fortune 500 also rated reputation management as the most important corporate communication (Hutton, Goodman, Alexander, & Genest, 2001). Researchers stated that a favorable corporate reputation stimulates sales and increases consumers’ satisfaction and loyalty, generating a competitive advantage in service and product quality (Athiyaman, 1997; Fombrun & Shanley, 1990). In political communication, studies concluded that favorable country reputation resulted in stronger intentions to support the country, in both intentions to visit the country and to purchase products made in the country (Yang, Shin, Lee, & Wrigley, 2008).
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کلمات کلیدی:
50 Ways Social Media Can Destroy Your Business - Kissmetrics Blog https://blog.kissmetrics.com/social-media-can-destroy/ Track, analyze and engage to get more customers. See Kissmetrics. 50 Ways Social Media Can Destroy Your Business .... A scheduled photo change created the perception that the company had time to change pictures, but not time to help ... When the company attempted to take the game to Facebook, it was a crisis. 3 Ways Facebook Threads Can Ruin Your Brand's Reputation https://www.webpagefx.com/.../3-ways-facebook-threads-can-ruin-your-brands-reput... Apr 3, 2013 - Although the new Facebook threads feature is aimed at promoting conversation, we take a look at 3 ways it could ruin your brand's reputation. ... warnings will help you successfully leverage threaded comments for your brand's success. ... social ranking and page engagement, it's becoming more and more ... How to Protect Your Company's Reputation on Social Media https://blog.marketo.com/.../how-to-protect-your-companys-reputation-on-social-med... How to Protect Your Company's Reputation on Social Media ... Warren Buffet once said, “It takes 20 years to build a reputation and 5 minutes to ruin it. ... your social media presence and are generating engagement and measuring your ROI, ... Simply go to your Facebook Business Manager page and follow the steps listed.
