Role of the Social Media in Corporate Reputation
Reputation 2.0: The role of social media in corporate reputation - Case Nokia
International Business Communication Master 's thesis Antje Grützmacher 2011
Department of Communication Aalto University School of Economics
AALTO UNIVERSITY SCHOOL OF ECONOMICS International Business Communication Master’s Thesis Antje Grützmacher
ABSTRACT 25 March 2011
Reputation 2.0: The role of social media in corporate reputation – Case Nokia Objectives - The objective of this study was to examine the role of social media in corporate reputation. In more detail, the study focused on the question if the participation of companies in social media affects their reputation. Nokia served as the case company to examine this objective. The study was divided into three research problem areas: (1) the study aimed at finding out what potential social media users were influenced by the reputational activities of companies in social media, and who participated in Nokia’s social media activities; (2) the study examined if social media users were potentially aware of the participation and reputational activities of companies in social media in general, and of Nokia’s social media participation in particular; and (3) the study observed if the participation of companies in social media positively or negatively influenced their corporate reputation in general and Nokia’s in particular. Methodology - The study used a single-case approach, consisting of qualitative interviews with four communication consultants, as well as a quantitative consumer survey among 284 social media users. Nokia was chosen as the case company, as it is a well-known and reputable brand, which is actively incorporating digital and social media marketing throughout its viral campaigns. Findings - The present study could not give a definite answer to the question if social media plays a role in corporate reputation. For instance, it seemed that neither the respondents’ awareness of Nokia’s presence in social
International Business Communication Master 's thesis Antje Grützmacher 2011
Department of Communication Aalto University School of Economics
AALTO UNIVERSITY SCHOOL OF ECONOMICS International Business Communication Master’s Thesis Antje Grützmacher
ABSTRACT 25 March 2011
Reputation 2.0: The role of social media in corporate reputation – Case Nokia Objectives - The objective of this study was to examine the role of social media in corporate reputation. In more detail, the study focused on the question if the participation of companies in social media affects their reputation. Nokia served as the case company to examine this objective. The study was divided into three research problem areas: (1) the study aimed at finding out what potential social media users were influenced by the reputational activities of companies in social media, and who participated in Nokia’s social media activities; (2) the study examined if social media users were potentially aware of the participation and reputational activities of companies in social media in general, and of Nokia’s social media participation in particular; and (3) the study observed if the participation of companies in social media positively or negatively influenced their corporate reputation in general and Nokia’s in particular. Methodology - The study used a single-case approach, consisting of qualitative interviews with four communication consultants, as well as a quantitative consumer survey among 284 social media users. Nokia was chosen as the case company, as it is a well-known and reputable brand, which is actively incorporating digital and social media marketing throughout its viral campaigns. Findings - The present study could not give a definite answer to the question if social media plays a role in corporate reputation. For instance, it seemed that neither the respondents’ awareness of Nokia’s presence in social
References: Figure 38. Personal social network demographics (Chong, 2010) xvii Figure 39. Relationship between satisfaction, loyalty, reputation and recommendation (Bontis, Booker & Serenko, 2007, p. 1439) xviii