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Erschienen in:
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2016 | OriginalPaper | Buchkapitel

A Firm’s Activity in Social Media and Its Relationship with Corporate Reputation and Firm Performance

verfasst von : Heikki Karjaluoto, Hanna Mäkinen, Joel Järvinen

Erschienen in: Blurring the Boundaries Through Digital Innovation

Verlag: Springer International Publishing

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Abstract

There is growing debate about whether companies’ investments in social media really pay off. This research attempts to contribute to this discussion by investigating the relationship between a firm’s social media activity and two outcomes, namely, company reputation and firm financial performance. Two propositions are developed based on theory and tested with a sample of 59 companies. The findings suggest that a firm’s social media activity is only partially linked with its financial performance and is not linked with corporate reputation. The implications of the research suggest that little is known about the relationships between a firm’s social media activity and corporate reputation and financial outcomes.

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Vorheriges Kapitel Designing a Scenario-Based Questionnaire to Assess Behavioral Intention in Social Networking Sites’ Ethical Dilemmas
Nächstes Kapitel The Relationships Between Customer Brand Engagement in Social Media and Share of Wallet
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Metadaten
Titel
A Firm’s Activity in Social Media and Its Relationship with Corporate Reputation and Firm Performance
verfasst von
Heikki Karjaluoto
Hanna Mäkinen
Joel Järvinen
Copyright-Jahr
2016
Buch
Blurring the Boundaries Through Digital Innovation

Print ISBN: 978-3-319-38973-8

Electronic ISBN: 978-3-319-38974-5

Copyright-Jahr: 2016

DOI
https://doi.org/10.1007/978-3-319-38974-5_13

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