Received:
2023-03-11 | Accepted:
2023-08-10 | Published:
2023-09-30
Title
Building corporate image through social media: role of impression management
Abstract
The study investigated impression and corporate image management through a qualitative analysis that included three social networking platforms (Instagram, Twitter, and Facebook). Four hundred-seven users of Egyptian telecommunications services participated. They used four service providers: Telecom Egypt, Vodafone, Orange, and Etisalat Misr. Primary data was collected during January - March 2023. According to the statistical analysis, there is a difference in impression management practices and corporate image creation in the Egyptian telecommunication industry. The author revealed the contribution of social media platforms to building corporate image via impression management. The change in impression management explains 74.3% of the difference in the corporate image. A study of the effective contribution of social media platforms to the company's image-building reveals the differences in platform user characteristics. The study’s limitation was one country's and one industry's scope. Therefore it is suggested to re-test raised hypotheses in other countries and industries.
Keywords
impression management, corporate image, corporate reputation, corporate identity, social media, marketing, social networking platforms, telecommunication industry, Egypt
JEL classifications
O32
, O35
URI
http://jssidoi.org/jesi/article/1107
DOI
Pages
113-131
Funding
This research was funded Helwan University, Egypt
This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License
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