Localization of computer-mediated communication and corporate impression on online communities

Article

Hallier Willi, C., Nguyen, B., Melewar, T., Gupta, S. and Yu, X. 2019. Localization of computer-mediated communication and corporate impression on online communities. Internet research. 29 (4), pp. 940-969. https://doi.org/10.1108/intr-05-2016-0126
TypeArticle
TitleLocalization of computer-mediated communication and corporate impression on online communities
AuthorsHallier Willi, C., Nguyen, B., Melewar, T., Gupta, S. and Yu, X.
Abstract

Purpose
The purpose of this paper is to investigate the importance of localizing online communities (OCs) and examines how OC members form impressions of organizations that use OCs in their communication activities. A conceptual framework and measurement scale are developed that consist of complex latent constructs.
Design/methodology/approach
A sequential multi-method approach is adopted with both qualitative and quantitative investigations. Using Structural equation modeling, the research refines and validates the measurement scales of impression formation in OCs.
Findings
Findings reveal that comprehensive messages have a direct effect on the impressions that an OC member forms. In particular, social context cues are an important predictor of online community corporate impression (OCCIP). Source credibility, affiliation, characteristics and interpersonal communication are all critical to OCCIP, which in turn, influence members’ attitudes toward the company and the intention to use it again. Surprisingly, relevance, timeliness, accuracy and perceived similarity did not have any significant effect on the corporate impression.
Originality/value
Three contributions are offered: First, the study provides reliable scales for measuring OCCIP. Second, support is given to the conceptual model that links OCCIP to a set of consequences, namely, attitudes toward the company, intention to use the company, and word-of-mouth. Finally, the study is conducted across two different and unique types of OC contexts, stipulating further insights into the localization of OCs.

KeywordsEconomics and Econometrics, Sociology and Political Science, Communication
PublisherEmerald Publishing Limited
JournalInternet research
ISSN1066-2243
Publication dates
Online21 Mar 2019
Print05 Aug 2019
Publication process dates
Deposited29 Mar 2019
Accepted06 Jan 2019
Output statusPublished
Accepted author manuscript
Copyright Statement

This is the accepted version of the manuscript published in the journal "Internet Research" available via the journal site at: https://doi.org/10.1108/INTR-05-2016-0126.
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/intr-05-2016-0126
LanguageEnglish
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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
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
Corporate identity in the service sector
Melewar, T. and Storrie, T. 2001. Corporate identity in the service sector. Public Relations Quarterly. 46 (2).
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
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
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
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
“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
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. 3 (1), pp. 85-98. https://doi.org/10.1002/cb.124
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
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