Date of Award
2010
Publisher
North Dakota State University
Document Type
Thesis
Degree Awarded
Master of Arts (MA)
Program
Communication
Department
Communication
College
Arts, Humanities, and Social Sciences
Faculty Advisor
Beck, Stephenson
Description
This study looked at how corporations are currently using Facebook and what stakeholders' perceptions are of current corporate Facebook usage. A content analysis of nine corporate profile pages was conducted. Pages were coded for the presence or absence of relational development strategies under the categories of information dissemination, disclosure and involvement. A survey was also distributed to the fans of the nine corporate profiles in order to gain the fan perspective. Results showed that while corporations include disclosure and information dissemination strategies, they rarely use involvement strategies. This lack of interactivity is inconsistent with the fan perspective of corporate profiles, where fans called for more interaction and use of all relational development strategies on the corporate profile.
Recommended Citation
Hedberg, Kathryn Marie, "Corporate Communication on Facebook: A Multi-Method Approach to Corporate Use and Stakeholder Perceptions of Social Media" (2010). Communication. 94.
https://digitalcommons.ndsu.edu/communication/94
Rights
NDSU policy 190.6.2
Handle Identifier
https://hdl.handle.net/10365/33711