Journal of Business and Technical Communication Jan 2014

Facing Facebook: Impression Management Strategies in Company–Consumer Interactions

Ella Lillqvist Aalto University ; Leena Louhiala-Salminen

Abstract

This study examines interaction between corporate representatives and critical consumers in today’s social media environment. Applying a microanalytical form of discourse analysis to a data set of corporate Facebook page discussions, the study contributes to a better understanding of the communicative resources that organizations use as part of their impression management (IM) for upholding their acceptability and promoting their credibility. The study also reveals the complexity of the work of corporate Facebook representatives, who need to align their individual IM with that of the organization while adjusting to the technologically mediated context.

Journal
Journal of Business and Technical Communication
Published
2014-01-01
DOI
10.1177/1050651913502359
CompPile
Open Access
Closed
Topics
discourse analysis social media
Export
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Citation Context

Cited by in this index (5)

  1. Wu (2026)
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