Examining the impact of social media on consumer perception of corporate reputation

Dong, Huiyun (2017) Examining the impact of social media on consumer perception of corporate reputation. [Dissertation (University of Nottingham only)]

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Purpose: This study aims to examine the impact of social media on consumer perception of corporate reputation which measured by four related variables (products and services, customer attitude, customer relationship and corporate social responsibility).

Design/methodology/approach: This study proposed a conceptual model for testing the relationship between corporate social media marketing and corporate reputation, to understanding from the perspective of consumers and how consumer perceived the impact of social media. The online questionnaires are dedicated to collect the data from social media users and empirical analysis demonstrated through statistical tools – SPSS and Word.

Findings: The findings have strong supported two hypotheses that social media has positive impact on consumer perceived products and services and customer attitude toward corporate. The relationship between social media marketing and corporate social responsibility should be considerate dialectics. The results have statistically proved the model of social media and corporate reputation relationship, and social media can be a marketing tool to promote corporate reputation if use appropriately.

Practical implications: For corporates which want to establish a good reputation online, social media can be a useful media to delivery information about products and services. It has impact on customer perceived corporate reputation and contribute to their corporate social responsibility.

Originality/ Value: This study proposed several conceptual hypotheses for examine the relationship between social media and customer perception of corporate reputation. The results can contribute to the online reputation management and corporate marketing strategies.

Item Type: Dissertation (University of Nottingham only)
Keywords: Key words: social media, corporate reputation, consumer-based reputation, online reputation management, corporate social responsibility, customer attitude.
Depositing User: Dong, Huiyun
Date Deposited: 12 Apr 2018 08:18
Last Modified: 17 Apr 2018 15:13
URI: http://eprints.nottingham.ac.uk/id/eprint/45917

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