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Building corporate image through social media: role of impression management

Author

Listed:
  • Shereen Aly Hussien Aly Abdou

    (Helwan University, Egypt)

Abstract
The study investigated impression and corporate image management through a qualitative analysis that included three social networking platforms (Instagram, Twitter, and Facebook). Four hundred-seven users of Egyptian telecommunications services participated. They used four service providers: Telecom Egypt, Vodafone, Orange, and Etisalat Misr. Primary data was collected during January - March 2023. According to the statistical analysis, there is a difference in impression management practices and corporate image creation in the Egyptian telecommunication industry. The author revealed the contribution of social media platforms to building corporate image via impression management. The change in impression management explains 74.3% of the difference in the corporate image. A study of the effective contribution of social media platforms to the company's image-building reveals the differences in platform user characteristics. The study’s limitation was one country's and one industry's scope. Therefore it is suggested to re-test raised hypotheses in other countries and industries.

Suggested Citation

  • Shereen Aly Hussien Aly Abdou, 2023. "Building corporate image through social media: role of impression management," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 11(1), pages 113-131, September.
    • Handle: RePEc:ssi:jouesi:v:11:y:2023:i:1:p:113-131
    DOI: 10.9770/jesi.2023.11.1(7)
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    References listed on IDEAS

    as
    1. Lily Hua Fang, 2005. "Investment Bank Reputation and the Price and Quality of Underwriting Services," Journal of Finance, American Finance Association, vol. 60(6), pages 2729-2761, December.
    2. Wu, Bao & Monfort, Abel & Jin, Chenfei & Shen, Xinyan, 2022. "Substantial response or impression management? Compliance strategies for sustainable development responsibility in family firms," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    3. Amira M. Omar, 2020. "Brand Experience: How Does It Affect Brand Personality and Brand Loyalty in the Egyptian Telecommunications Industry?," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 12(2), pages 104-104, July.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    impression management; corporate image; corporate reputation; corporate identity; social media; marketing; social networking platforms; telecommunication industry; Egypt;
    All these keywords.

    JEL classification:

    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • O35 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Social Innovation

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