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Social Media Corporate Reputation InfluencersWouter Vollenbroek MSc

Dr. Sjoerd de Vries

Dr. Efthymios Constantinides

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Quick Overview

Background social (media) influence Traditional perspective Social media perspective

Research questions How could influence within the social media be

identified? What is the impact of dealing with social media in

corporate communications on the reputation of organizations?

Delphi study Results & Conclusions

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Background Information & Research Questions

Social influence: “Consciously or subconsciously persuading others from your thoughts, beliefs or actions” (Kahan et al, 1997).

1). How could influence within the social media be identified?

2). What is the impact of dealing with social media in corporate communications on the reputation of organizations?

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Delphi Study

Participants: 12 in the 1st round / 18 in the 2nd round (marketing- and communication professionals)

First round: open questions regarding corporate reputation and the three influence categories: actors, interactions and networks

Second round: closed questions regarding corporate reputation and the three influence categories: actors, interactions and networks

Outcome: broad view of the concept ‘social media influence’ and the relation with corporate reputation.

(Dalkey & Helmer, 1963)

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Results & Conclusions

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Results & Conclusions

Social media influence exists of: Intrinsic and extrinsic characteristics of the actor Intrinsic and extrinsic characteristics of the

interactions Intrinsic and extrinsic characteristics of the networks

Effect of social media influence on corporate reputation

Does this social media influence hold with an Delphi study with social media users?