Corporate impression formation in online communities: a qualitative study

Article

Hallier Willi, C., Nguyen, B., Melewar, T. and Dennis, C. 2014. Corporate impression formation in online communities: a qualitative study. Qualitative Market Research: An International Journal. 17 (4), pp. 410-440. https://doi.org/10.1108/QMR-07-2013-0049
TypeArticle
TitleCorporate impression formation in online communities: a qualitative study
AuthorsHallier Willi, C., Nguyen, B., Melewar, T. and Dennis, C.
Abstract

Purpose: This study aims to evaluate elements of corporate communication in online communities (OCs) and their influence on corporate impression formation. Interactive online platforms such as OCs are growing. Companies are discovering their importance and increasingly include OCs in their communication activities. The present study identifies the underlying components relevant to successful corporate communication in OCs, and further explore if and how online community members (OCMs) expect companies to communicate with them, explaining how corporate impressions are formed.
Design/methodology/approach: A qualitative research method was chosen, consisting of two stages. In stage one, seventeen expert interviews with academics and practitioners were conducted, and in stage two, twelve OCMs were interviewed to clarify the concepts and gain new insights.
Findings: The study gains new knowledge relating to corporate communication in OCs and image formation. Specifically, the authors identify and confirm important key constructs in corporate impression formation in OCs, namely, relevance of messages, communication style, social context cues, affiliation, perceived similarity, source credibility and interpersonal communication. Furthermore, a conceptual model is proposed on the relationship between communication elements relevant in online communities and their influence on corporate impression.
Theoretical and practical implications: The study helps to refine existing concepts of corporate impression formation in OCs. It is suggested that understanding how corporate impression is formed in OCs helps companies to participate in virtual networks, improving their corporate impression.

PublisherEmerald
JournalQualitative Market Research: An International Journal
ISSN1352-2752
Publication dates
Print02 Sep 2014
Publication process dates
Deposited07 Mar 2016
Submitted23 Jul 2013
Accepted24 Jun 2014
Output statusPublished
Accepted author manuscript
Copyright Statement

This is the accepted version of the manuscript "Corporate impression formation in online communities: a qualitative study", forthcoming/published in the journal "Qualitative Market Research: An International Journal" available via the journal site at: http://dx.doi.org/10.1108/QMR-07-2013-0049. This article is © Emerald Group Publishing and permission has been granted for this version to appear here in the Middlesex University Research Repository. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.

Digital Object Identifier (DOI)https://doi.org/10.1108/QMR-07-2013-0049
LanguageEnglish
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How does reputation win trust? A customer-based mediation analysis
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Towards a branding oriented higher education sector: an overview of the four perspectives on university marketing studies
Sujchaphong, N., Nguyen, B. and Melewar, T. 2017. Towards a branding oriented higher education sector: an overview of the four perspectives on university marketing studies. The Marketing Review. 17 (1), pp. 87-116. https://doi.org/10.1362/146934717x14909733966128
Corporate logo: history, definition, and components
Foroudi, P., Melewar, T. and Gupta, S. 2017. Corporate logo: history, definition, and components. International Studies of Management and Organization. 47 (2), pp. 176-196. https://doi.org/10.1080/00208825.2017.1256166
Integrating identity, strategy and communications for trust, loyalty and commitment
Melewar, T., Foroudi, P., Gupta, S., Kitchen, P. and Foroudi, M. 2017. Integrating identity, strategy and communications for trust, loyalty and commitment. European Journal of Marketing. 51 (3), pp. 572-604. https://doi.org/10.1108/EJM-08-2015-0616
Critical brand innovation factors (CBIF): understanding innovation and market performance in the Chinese high-tech service industry
Nguyen, B., Yu, X., Melewar, T. and Gupta, S. 2016. Critical brand innovation factors (CBIF): understanding innovation and market performance in the Chinese high-tech service industry. Journal of Business Research. 69 (7), pp. 2471-2479. https://doi.org/10.1016/j.jbusres.2016.02.016
An investigation of the corporate identity construct in China: managerial evidence from the high technology industry
Nguyen, B., Melewar, T., Japtura, A., Han, S., Chen, C. and Yu, X. 2018. An investigation of the corporate identity construct in China: managerial evidence from the high technology industry. Journal of Marketing Communications. 24 (8), pp. 779-800. https://doi.org/10.1080/13527266.2016.1143382
Explicating industrial brand equity: integrating brand trust, brand performance and industrial brand image
Syed Alwi, S., Nguyen, B., Melewar, T., Loh, Y. and Liu, M. 2016. Explicating industrial brand equity: integrating brand trust, brand performance and industrial brand image. Industrial Management & Data Systems. 116 (5), pp. 858-882. https://doi.org/10.1108/IMDS-09-2015-0364
An investigation of the uses of corporate reputation: a managerial perspective in the Taiwanese pharmaceutical industry
Chen, C., Nguyen, B. and Melewar, T. 2016. An investigation of the uses of corporate reputation: a managerial perspective in the Taiwanese pharmaceutical industry. Qualitative Market Research: An International Journal. 19 (3), pp. 357-376. https://doi.org/10.1108/QMR-06-2015-0053
Brand ambidexterity and commitment in higher education: an exploratory study
Nguyen, B., Yu, X., Melewar, T. and Hemsley-Brown, J. 2016. Brand ambidexterity and commitment in higher education: an exploratory study. Journal of Business Research. 69 (8), pp. 3105-3112. https://doi.org/10.1016/j.jbusres.2016.01.026
Luxury fashion brands: factors influencing young female consumers' luxury fashion purchasing in Taiwan
Wu, M., Chaney, I., Chen, C., Nguyen, B. and Melewar, T. 2015. Luxury fashion brands: factors influencing young female consumers' luxury fashion purchasing in Taiwan. Qualitative Market Research: An International Journal. 18 (3), pp. 298-319. https://doi.org/10.1108/QMR-02-2014-0016
Internal branding in universities and the lessons learnt from the past: the significance of employee brand support and transformational leadership
Sujchaphong, N., Nguyen, B. and Melewar, T. 2015. Internal branding in universities and the lessons learnt from the past: the significance of employee brand support and transformational leadership. Journal of Marketing for Higher Education. 25 (2), pp. 204-237. https://doi.org/10.1080/08841241.2015.1040104
Country branding emerging from citizens’ emotions and the perceptions of competitive advantage: the case of Malaysia
Che-Ha, N., Nguyen, B., Yahya, W., Melewar, T. and Chen, Y. 2016. Country branding emerging from citizens’ emotions and the perceptions of competitive advantage: the case of Malaysia. Journal of Vacation Marketing. 22 (1), pp. 13-28. https://doi.org/10.1177/1356766715586454
Brand innovation and social media: knowledge acquisition from social media, market orientation, and the moderating role of social media strategic capability
Nguyen, B., Yu, X., Melewar, T. and Chen, J. 2015. Brand innovation and social media: knowledge acquisition from social media, market orientation, and the moderating role of social media strategic capability. Industrial Marketing Management. 51, pp. 11-25. https://doi.org/10.1016/j.indmarman.2015.04.017
Exploring the corporate image formation process
Tran, M., Nguyen, B., Melewar, T. and Bodoh, J. 2015. Exploring the corporate image formation process. Qualitative Market Research: An International Journal. 18 (1), pp. 86-114. https://doi.org/10.1108/QMR-05-2014-0046
Five areas to advance branding theory and practice
Melewar, T. and Nguyen, B. 2014. Five areas to advance branding theory and practice. Journal of Brand Management. 21 (9), pp. 758-769. https://doi.org/10.1057/bm.2014.31
The brand likeability scale: an exploratory study of likeability in firm-level brands
Nguyen, B., Ekinci, Y., Simkin, L. and Melewar, T. 2015. The brand likeability scale: an exploratory study of likeability in firm-level brands. International Journal of Market Research. 57 (5), pp. 777-800. https://doi.org/10.2501/IJMR-2015-063
The role of brand attachment strength in higher education
Dennis, C., Papagiannidis, S., Alamanos, E. and Bourlakis, M. 2016. The role of brand attachment strength in higher education. Journal of Business Research. 69 (8), pp. 3049-3057. https://doi.org/10.1016/j.jbusres.2016.01.020
Linking corporate logo, corporate image, and reputation: an examination of consumer perceptions in the financial setting
Foroudi, P., Melewar, T. and Gupta, S. 2014. Linking corporate logo, corporate image, and reputation: an examination of consumer perceptions in the financial setting. Journal of Business Research. 67 (11), pp. 2269-2281. https://doi.org/10.1016/j.jbusres.2014.06.015
IMC antecedents and the consequences of planned brand identity in higher education
Foroudi, P., Dinnie, K., Kitchen, P., Melewar, T. and Foroudi, M. 2017. IMC antecedents and the consequences of planned brand identity in higher education. European Journal of Marketing. 51 (3), pp. 528-550. https://doi.org/10.1108/EJM-08-2015-0527
Influence of innovation capability and customer experience onreputation and loyalty
Foroudi, P., Jin, Z., Gupta, S., Melewar, T. and Foroudi, M. 2016. Influence of innovation capability and customer experience onreputation and loyalty. Journal of Business Research. 69 (11), pp. 4882-4889. https://doi.org/10.1016/j.jbusres.2016.04.047
Website design quality and usage behavior: Unified Theory of Acceptance and Use of Technology
Al-Qeisi, K., Dennis, C., Alamanos, E. and Jayawardhena, C. 2014. Website design quality and usage behavior: Unified Theory of Acceptance and Use of Technology. Journal of Business Research. 67 (11), pp. 2282-2290. https://doi.org/10.1016/j.jbusres.2014.06.016
Does social exclusion influence multiple channel use? The interconnections with community, happiness, and well-being
Dennis, C., Alamanos, E., Papagiannidis, S. and Bourlakis, M. 2016. Does social exclusion influence multiple channel use? The interconnections with community, happiness, and well-being. Journal of Business Research. 69 (3), pp. 1061-1070. https://doi.org/10.1016/j.jbusres.2015.08.019
Pirates of the web: the curse of illegal downloading
Dilmperi, A., King, T. and Dennis, C. 2011. Pirates of the web: the curse of illegal downloading. Journal of Retailing and Consumer Services. 18 (2), pp. 132-140. https://doi.org/10.1016/j.jretconser.2010.12.004
The effect of digital signage on shoppers' behavior: the role of the evoked experience
Dennis, C., Brakus, J., Gupta, S. and Alamanos, E. 2014. The effect of digital signage on shoppers' behavior: the role of the evoked experience. Journal of Business Research. 67 (11), pp. 2250-2257. https://doi.org/10.1016/j.jbusres.2014.06.013
The moderating influences on the relationship of corporate reputation with its antecedents and consequences: a meta-analytic review
Ali, R., Lynch, R., Melewar, T. and Jin, Z. 2015. The moderating influences on the relationship of corporate reputation with its antecedents and consequences: a meta-analytic review. Journal of Business Research. 68 (5), pp. 1105-1117. https://doi.org/10.1016/j.jbusres.2014.10.013
“Geiz-ist-geil” strategy: a three-company study
Bridges, K., Melewar, T. and Otubanjo, B. 2007. “Geiz-ist-geil” strategy: a three-company study. Management Decision. 45 (6), pp. 1023-1037. https://doi.org/10.1108/00251740710762071
In-group and out-group orientations and their relation to formation of Country of Origin Image stereotypes
Balabanis, G., Mueller, R. and Melewar, T. 2007. In-group and out-group orientations and their relation to formation of Country of Origin Image stereotypes. International Journal of Business & Globalisation. 1 (3), pp. 328-344. https://doi.org/10.1504/IJBG.2007.015052
Corporate communications, identity and image: a research agenda
Karaosmanoglu, E. and Melewar, T. 2006. Corporate communications, identity and image: a research agenda. Journal of Brand Management. 14 (1/2), pp. 196-206. https://doi.org/10.1057/palgrave.bm.2550060
The demise of independent wine production in France: a marketing challenge?
Pike, W. and Melewar, T. 2006. The demise of independent wine production in France: a marketing challenge? International Journal of Wine Marketing. 18 (3), pp. 183-203. https://doi.org/10.1108/09547540610704756
Danone branding strategy in China
Melewar, T., Badal, E. and Small, J. 2006. Danone branding strategy in China. Journal of Brand Management. 13 (6), pp. 407-417.
The relationship between corporate websites and brand equity: a conceptual framework and research agenda
Argyriou, E., Kitchen, P. and Melewar, T. 2006. The relationship between corporate websites and brand equity: a conceptual framework and research agenda. International Journal of Market Research. 48 (5), pp. 575-599.
Seven dimensions of corporate identity: a categorisation from the practitioners' perspectives
Melewar, T. and Karaosmanoglu, E. 2006. Seven dimensions of corporate identity: a categorisation from the practitioners' perspectives. European Journal of Marketing. 40 (7/8), pp. 846-869. https://doi.org/10.1108/03090560610670025
The role of communication and visual identity in modern organisations
Melewar, T., Bassett, K. and Simoes, C. 2006. The role of communication and visual identity in modern organisations. Corporate Communications: An International Journal. 11 (2), pp. 138-147. https://doi.org/10.1108/13563280610661679
A relationship marketing perspective in electronic banking: evidence from Greece
Argyriou, E., Melewar, T. and Meadows, M. 2005. A relationship marketing perspective in electronic banking: evidence from Greece. Journal of Euromarketing. 15 (1), pp. 47-73.
Corporate identity: concept, components and contribution
Melewar, T., Karaosmanoglu, E. and Paterson, D. 2005. Corporate identity: concept, components and contribution. Journal of General Management. 31 (1), p. 59.
Corporate visual identity: the re-branding of France Télécom
Melewar, T., Hussey, G. and Srivoravilai, N. 2005. Corporate visual identity: the re-branding of France Télécom. Journal of Brand Management. https://doi.org/10.1057/palgrave.bm.2540233
The role of corporate identity in the higher education sector: a case study
Melewar, T. and Akel, S. 2005. The role of corporate identity in the higher education sector: a case study. Corporate Communications: An International Journal. 10 (1), pp. 41-57. https://doi.org/10.1108/13563280510578196
Corporate reputation and crisis management: the threat and manageability of anti-corporatism
Tucker, L. and Melewar, T. 2005. Corporate reputation and crisis management: the threat and manageability of anti-corporatism. Corporate Reputation Review. https://doi.org/10.1057/palgrave.crr.1540233
The importance of brand power: a review of the European car market
Melewar, T. and Sambrook, L. 2004. The importance of brand power: a review of the European car market. The European Business Journal. 16 (4), pp. 167-177.
International advertising strategy: a review, reassessment and recommendation
Melewar, T. and Vemmervik, C. 2004. International advertising strategy: a review, reassessment and recommendation. Management Decision. 42 (7), pp. 863-881. https://doi.org/10.1108/00251740410550934
The influence of culture on brand building in the Chinese market: a brief insight
Melewar, T., Meadows, M., Zheng, W. and Rickards, R. 2004. The influence of culture on brand building in the Chinese market: a brief insight. Journal of Brand Management. https://doi.org/10.1057/palgrave.bm.2540190
Linking practices reflective of “Asian values” and relationship marketing in the grocery distribution channels in Malaysia
Rosmimah, M. and Melewar, T. 2004. Linking practices reflective of “Asian values” and relationship marketing in the grocery distribution channels in Malaysia. International Journal of Retail & Distribution Management. 32 (1), pp. 33-44. https://doi.org/10.1108/09590550410515533
Global corporate brand building: guidelines and case studies
Melewar, T. and Walker, C. 2003. Global corporate brand building: guidelines and case studies. Journal of Brand Management. https://doi.org/10.1057/palgrave.bm.2540163
Determinants of the corporate identity construct: a review of the literature
Melewar, T. 2003. Determinants of the corporate identity construct: a review of the literature. Journal of Marketing Communications. 9 (4), pp. 195-220. https://doi.org/10.1080/1352726032000119161
The Internet revolution: some global marketing implications
Melewar, T. and Smith, N. 2003. The Internet revolution: some global marketing implications. Marketing Intelligence & Planning. 21 (6), pp. 363-369. https://doi.org/10.1108/02634500310499220
The importance of impulse purchasing behaviour in the international airport environment
Crawford, G. and Melewar, T. 2003. The importance of impulse purchasing behaviour in the international airport environment. Journal of Consumer Behaviour- an International Research Review. 3 (1), pp. 85-98. https://doi.org/10.1002/cb.124
Is the French model of capitalism becoming more like the Anglo-Saxon model?
Melewar, T. and Mott, A. 2003. Is the French model of capitalism becoming more like the Anglo-Saxon model? Journal of General Management. 28 (4), p. 47.
Can Swiss multinational corporations be considered truly global firms?
Melewar, T. and Osborne, L. 2003. Can Swiss multinational corporations be considered truly global firms? The European Business Journal. 15 (1), pp. 24-34.
The human values’ lenses of country of origin images
Balabanis, G., Mueller, R. and Melewar, T. 2002. The human values’ lenses of country of origin images. International Marketing Review. 19 (6), pp. 582-610. https://doi.org/10.1108/02651330210451935
Leveraging corporate identity in the digital age
Melewar, T. and Navalekar, A. 2002. Leveraging corporate identity in the digital age. Marketing Intelligence & Planning. 20 (2), pp. 96-103. https://doi.org/10.1108/02634500210418518
Defining the corporate identity construct
Melewar, T. and Jenkins, E. 2002. Defining the corporate identity construct. Corporate Reputation Review. 5 (1), pp. 76-90. https://doi.org/10.1057/palgrave.crr.1540166
The impact of information technology on global marketing strategies
Melewar, T. and Stead, C. 2002. The impact of information technology on global marketing strategies. Journal of General Management. 27 (4), pp. 29-40.
Industry in transition: corporate identity on hold?
Melewar, T. and Bains, N. 2002. Industry in transition: corporate identity on hold? International Journal of Bank Marketing. 20 (2), pp. 57-66. https://doi.org/10.1108/02652320210419661
The relationship between consumer ethnocentrism and human values
Balabanis, G., Mueller, R. and Melewar, T. 2002. The relationship between consumer ethnocentrism and human values. Journal of Global Marketing. 15 (3-4), pp. 7-37. https://doi.org/10.1300/J042v15n03_02
Business-to-business relationship marketing: an internet and international perspective
Melewar, T., Hunt, C. and Bridgewater, S. 2001. Business-to-business relationship marketing: an internet and international perspective. The Marketing Review. 2 (2), pp. 169-185. https://doi.org/10.1362/1469347012569832
Corporate identity in the service sector
Melewar, T. and Storrie, T. 2001. Corporate identity in the service sector. Public Relations Quarterly. 46 (2).
The complexities of communicating to customers in emerging markets
Fletcher, R. and Melewar, T. 2001. The complexities of communicating to customers in emerging markets. Journal of Communication Management. 6 (1), pp. 9-23. https://doi.org/10.1108/13632540210806900
The dynamics of corporate identity: a review of a process model
Melewar, T. and Wooldridge, A. 2001. The dynamics of corporate identity: a review of a process model. Journal of Communication Management. 5 (4), pp. 327-340. https://doi.org/10.1108/13632540110806866
The impact of nationalism, patriotism and internationalism on consumer ethnocentric tendencies
Balabanis, G., Diamantopoulos, A., Mueller, R. and Melewar, T. 2001. The impact of nationalism, patriotism and internationalism on consumer ethnocentric tendencies. Journal of International Business Studies. https://doi.org/10.1057/palgrave.jibs.8490943
The role of corporate identity in merger and acquisition activity
Melewar, T. and Harrold, J. 2000. The role of corporate identity in merger and acquisition activity. Journal of General Management. 26 (2), pp. 17-31.
International advertising strategies of multinational enterprises in the Middle East
Balabanis, G., Turnbull, S. and Melewar, T. 2000. International advertising strategies of multinational enterprises in the Middle East. International Journal of Advertising. 19 (4).
International corporate visual identity: standardization or localization?
Melewar, T. and Saunders, J. 1999. International corporate visual identity: standardization or localization? Journal of International Business Studies. https://doi.org/10.1057/palgrave.jibs.8490084
An integrated model of firms' brand likeability: antecedents and consequences
Nguyen, B., Choudhury, M. and Melewar, T. 2015. An integrated model of firms' brand likeability: antecedents and consequences. Journal of Strategic Marketing. 23 (2), pp. 122-140. https://doi.org/10.1080/0965254X.2014.914071
Supplier-retailer relationships in grocery distribution in Malaysia: indications of dominance, conflict, and cooperation
Roslin, R. and Melewar, T. 2001. Supplier-retailer relationships in grocery distribution in Malaysia: indications of dominance, conflict, and cooperation. Journal of Asia-Pacific Business. 3 (2), pp. 5-36. https://doi.org/10.1300/J098v03n02_02
Measuring visual identity: a multi-construct study
Melewar, T. 2001. Measuring visual identity: a multi-construct study. Corporate Communications: An International Journal. 6 (1), pp. 36-42. https://doi.org/10.1108/13563280110381206
Cause, effect and benefits of a standardised corporate visual identity system of UK companies operating in Malaysia
Melewar, T., Saunders, J. and Balmer, J. 2001. Cause, effect and benefits of a standardised corporate visual identity system of UK companies operating in Malaysia. European Journal of Marketing. 35 (3/4), pp. 414-427. https://doi.org/10.1108/03090560110694772
The saliency of Olins' visual identity structure in relation to UK companies operating in Malaysia
Melewar, T., Saunders, J. and Balmer, J. 2000. The saliency of Olins' visual identity structure in relation to UK companies operating in Malaysia. Corporate Reputation Review. 3 (3), pp. 194-200. https://doi.org/10.1057/palgrave.crr.1540114
Discovering relational bonds in channel relationships: a case study of Malaysia
Roslin, R. and Melewar, T. 2000. Discovering relational bonds in channel relationships: a case study of Malaysia. Journal of Global Marketing. 14 (3), pp. 49-76. https://doi.org/10.1300/J042v14n03_04
Global corporate visual identity systems: using an extended marketing mix
Melewar, T. and Saunders, J. 2000. Global corporate visual identity systems: using an extended marketing mix. European Journal of Marketing. 34 (5/6), pp. 538-550. https://doi.org/10.1108/03090560010321910
Global corporate visual identity system: standardisation, control and benefits
Melewar, T. and Saunders, J. 1998. Global corporate visual identity system: standardisation, control and benefits. International Marketing Review. 15 (4), pp. 291-308. https://doi.org/10.1108/02651339810227560
Value marketing through corporate reputation: an empirical investigation of Thai hospitals
Srivoravilai, N., Melewar, T., Liu, M. and Yannopoulou, N. 2011. Value marketing through corporate reputation: an empirical investigation of Thai hospitals. Journal of Marketing Management. 27 (3-4), pp. 243-268. https://doi.org/10.1080/0267257X.2011.545676
Segmentation and brand positioning for Islamic financial services
Muhamad, R., Melewar, T. and Alwi, S. 2012. Segmentation and brand positioning for Islamic financial services. European Journal of Marketing. 46 (7/8), pp. 900-921. https://doi.org/10.1108/03090561211230061
Consumer attitudes revisited: a review of attitude theory in marketing research
Argyriou, E. and Melewar, T. 2011. Consumer attitudes revisited: a review of attitude theory in marketing research. International Journal of Management Reviews. 13 (4), pp. 431-451. https://doi.org/10.1111/j.1468-2370.2011.00299.x
Investigating the implications of business and culture on the behaviour of customers of international firms.
Gupta, S., Navare, J. and Melewar, T. 2011. Investigating the implications of business and culture on the behaviour of customers of international firms. Industrial Marketing Management. 40 (1), pp. 65-77. https://doi.org/10.1016/j.indmarman.2010.09.011