個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Inside your social media ring: How to optimize online corporate reputation
內容大綱
Although it is well accepted that corporate communication has a direct impact on corporate reputation, little is known about the link between firms' social media communication strategies and the formation of firms' reputations in an online environment. This article contributes to this body of knowledge by studying the impact of social media communication strategies on firms' reputations. The setting for our study is the hotel industry. The results offer insights regarding the challenges of developing online communication strategies that affect corporate reputation.