Harnessing stakeholder sentiment on social networking sites
Communicating reputation to stakeholders and assessing whether these messages have been received favourably are essential components of organisations’ overall communication strategies. These actions are, however, becoming increasingly difficult to execute as a result of sophisticated stakeholder ex...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1597 |
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| Summary: | Communicating reputation to stakeholders and assessing whether these messages have been
received favourably are essential components of organisations’ overall communication strategies.
These actions are, however, becoming increasingly difficult to execute as a result of sophisticated
stakeholder expectations as well as notions of continuous stakeholder participation and
engagement on social networking sites (SNSs) by means of the co-creation of communication
content. This research proposes a new conceptual framework for reputation management on
SNSs that aims to address these issues. The framework is essentially based on the utilisation of
computer-aided qualitative data analysis software (CAQDAS) such as Leximancer and Centim
in the reputation management process. Based on the findings, it is suggested that CAQDAS
enables reputation managers to accurately measure stakeholder sentiment, identify prevalent
stakeholder discourses pertaining to organisational communication disseminated on SNSs, and
detect threats that could damage corporate reputation.
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| ISSN: | 0259-0069 2957-7950 |