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How Marketing Executives Use Social Media to Manage Reputation, Performance, CSR, and ESG.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	How Marketing Executives Use Social Media to Manage Reputation, Performance, CSR, and ESG./
作者:	Powers, Jason.
面頁冊數:	1 online resource (145 pages)
附註:	Source: Dissertations Abstracts International, Volume: 85-08, Section: A.
Contained By:	Dissertations Abstracts International85-08A.
標題:	Finance. -
電子資源:	click for full text (PQDT)
ISBN:	9798381718874

How Marketing Executives Use Social Media to Manage Reputation, Performance, CSR, and ESG.
Powers, Jason.

How Marketing Executives Use Social Media to Manage Reputation, Performance, CSR, and ESG. - 1 online resource (145 pages)

Source: Dissertations Abstracts International, Volume: 85-08, Section: A.

Thesis (Ph.D.)--Capella University, 2024.

Includes bibliographical references

The academic literature addressing how marketing professionals use social media to manage reputation, performance, CSR, and ESG marginally covers this research topic. This study will close the research gap in how social media policies are effective or ineffective when managing reputation, performance, CSR, and ESG. This study will use a generic qualitative approach to interview 12 marketing professionals, using eight open-ended interview questions, to provide a better understanding of how they use social media to manage reputation, performance, CSR, and ESG. Of the 12 research participants, 58% were female and 42% male, with an average age of 41; eight were White, two were Asians, and two were Hispanics, with a diverse representation from business verticals. The research participants' data was thoroughly transcribed and analyzed using qualitative software to develop codes, themes, and sub-themes to address how marketing professionals use social media to manage reputation, performance, CSR, and ESG. The results of this study are significant and show that the lack of social media policies leads to confusion at the internal stakeholder level and that using firmer policies may lead to a more authentic, formalized message to external stakeholders. Future research is suggested using sentiment analysis, with a mixed-methods approach, and broader interview questions.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9798381718874Subjects--Topical Terms:

559073
Finance.
Subjects--Index Terms:

Corporate reputationIndex Terms--Genre/Form:

554714
Electronic books.

How Marketing Executives Use Social Media to Manage Reputation, Performance, CSR, and ESG.
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