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Unleashing Corporate Communications Via Social media: A UK Study of Brand Management and Communications with Customers

McLean, R and Griffiths, M (2015) Unleashing Corporate Communications Via Social media: A UK Study of Brand Management and Communications with Customers. Journal of Customer Behaviour, 14 (2). pp. 147-162. ISSN 1475-3928

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Abstract

This paper reports on a small-scale UK based study that explores the impact of social media adoption and use on corporate communications and brand image. The study was structured around an empirical research study including discourse and textual analysis, archival research on social media brand communications, interactions with customers, and a small-scale survey with social media managers. The authors draw upon Habermas' theory of communicative action (the ideal speech situation and discourse ethics) in the analysis. The paper concludes that while some companies and public organisations are beginning to understand the importance of 'real' conversations with customers, only a small number have adopted the 'human brand' approach. Even fewer appear to have strategised for the characteristics of social media communications. Limitations of the study and areas for further work are identified. In raising the contradictory challenges of the immediacy and conversational tone expected of social media communications versus the need to manage the brand image and to control corporate communications, this paper has great academic and practical significance.

Item Type: Article
Additional Information: Author Posting © Westburn Publishers Ltd, 2015. This is a post-peer-review, pre-copy-edit version of an article which has been published in its definitive form in the Journal of Customer Behaviour, and has been posted by permission of Westburn Publishers Ltd for personal use, not for redistribution. The article was published in Journal of Customer Behaviour, 14, Number 2, Summer 2015, pp.147-162, http://dx.doi.org/10.1362/147539215X14373846805789
Uncontrolled Keywords: 1505 Marketing
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
Divisions: Liverpool Screen School
Publisher: Westburn Publishers LTD
Date Deposited: 22 Oct 2015 12:47
Last Modified: 01 Jan 2017 00:50
URI: http://researchonline.ljmu.ac.uk/id/eprint/1949

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