Social influence: The effect of Twitter information on corporate image
This article examines information sharing on Twitter and its effects on corporate credibility and corporate image, mediated by informedness and engagement. In an experiment, we found that informedness and engagement play an important role in how the corporate image is being perceived. We also found that the depth of the relationship among users, the level of corporate involvement, the purpose of the channel, message credibility, and source credibility influence corporate credibility and corporate image.
|corporate image, credibility, engagement, informedness, social influence, Twitter|
|Organisation||Erasmus University Rotterdam|
de Maertelaere, M, Li, T, & Berens, G.A.J.M. (2012). Social influence: The effect of Twitter information on corporate image. doi:10.1145/2346536.2346595