Social Media Reputation: Social Media as a Data Source for Corporate Reputation Measurement

Michael Etter, Elanor Colleoni, Davide Ravasi

    Research output: Contribution to conferencePaperResearchpeer-review

    Abstract

    In two ways corporate reputation research has strongly tied corporate actions to stakeholder’s perception of a company and therewith downplayed the autonomy of stakeholder´s evaluation of a firm. First, the most prominent theories used in corporate reputation research tie stakeholder perception directly to corporate performance and actions. Secondly, prominent reputation measurements couple stakeholders´ believes to reputation drivers through the use of predefined scales and items. We argue that with the rise of social media a company´s reputation has increasingly become autonomous from corporate actions,
    which demands a greater decoupling of stakeholders´ perceptions from corporate signals or actions in corporate reputation research. We develop the concept of social media reputation as the overall evaluation of a company presented in social media and present a new approach of measuring reputation based on social media data that accounts for the autonomy of stakeholder´s perception of a firm. We compare and contrast this novel social media reputation measure (SMRM) with traditional reputation measurements and
    find that SMRM is a valuable measurement to capture the autonomy of the stakeholders´ evaluation of a firm online.
    Original languageEnglish
    Publication date2013
    Number of pages19
    Publication statusPublished - 2013
    EventReputation Institute Global Annual Conference 2013: The Reputation Journey: From Exploration to Business Impact - Barcelona, Spain
    Duration: 5 Jun 20137 Jun 2013
    http://www.globalalliancepr.org/website/event/reputation-institute-global-annual-conference-2013

    Conference

    ConferenceReputation Institute Global Annual Conference 2013
    CountrySpain
    CityBarcelona
    Period05/06/201307/06/2013
    Internet address

    Bibliographical note

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    Cite this

    Etter, M., Colleoni, E., & Ravasi, D. (2013). Social Media Reputation: Social Media as a Data Source for Corporate Reputation Measurement. Paper presented at Reputation Institute Global Annual Conference 2013, Barcelona, Spain.