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2019 | OriginalPaper | Buchkapitel

2. Unternehmensreputation, organisatorische Verbundenheit und bürgerliches Verhalten: Eine Multi-Stakeholder-Perspektive mit Blick auf soziale Medien

verfasst von : Stefan Ivens, Bernd Schneider

Erschienen in: Online-Reputationskompetenz von Mitarbeitern

Verlag: Springer Fachmedien Wiesbaden

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Zusammenfassung

Dieser Beitrag zeigt Modelle auf, die ManagerInnen anwenden können, um die von Mitarbeitenden und KundInnen wahrgenommene Unternehmensreputation, die organisatorische Verbundenheit und das bürgerliche Verhalten in Unternehmen zu bewerten und zu messen. Damit können ManagerInnen basierend auf der Veränderung der Unternehmensreputation – insbesondere in sozialen Medien – die Veränderung im bürgerlichen Verhalten vorhersagen. Die Modelle basieren auf etablierten Theorien wie beispielsweise der Theorie des überlegten Handelns. Zur Erläuterung des Zusammenhangs von Unternehmensreputation, organisatorischer Verbundenheit und bürgerlichem Verhalten bedienen sich die Autoren sowohl der Theorie der sozialen Identität als auch der Theorie des sozialen Austausches. Die Autoren diskutieren, wie ManagerInnen die entwickelten Modelle in ihren Unternehmen anwenden können und zeigen den Mehrwert auf.

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Vorheriges Kapitel Reputationsbildung und Reputationsmanagement unter besonderer Berücksichtigung sozialer Medien – Einblicke aus dem Forschungsprojekt Webutatio

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Titel: Unternehmensreputation, organisatorische Verbundenheit und bürgerliches Verhalten: Eine Multi-Stakeholder-Perspektive mit Blick auf soziale Medien
verfasst von: Stefan Ivens
Bernd Schneider
Verlag: Springer Fachmedien Wiesbaden
Buch: Online-Reputationskompetenz von Mitarbeitern
Print ISBN: 978-3-658-25486-5

Electronic ISBN: 978-3-658-25487-2

Copyright-Jahr: 2019
DOI: https://doi.org/10.1007/978-3-658-25487-2_2