Title: Analysing impression management strategies of Egyptian telecommunications companies on social media

Authors: Tarek A. El-Badawy; Rana Chahine

Addresses: Department of Management and Organization, Faculty of Management Technology, German University in Cairo, Cairo, Egypt ' Department of Management and Organization, Faculty of Management Technology, German University in Cairo, Cairo, Egypt

Abstract: This paper points out the importance of organisation impression management to project a good corporate image to be perceived positively by the organisation's stakeholders. In the era of fierce competition, in one of the most dynamic sectors like telecommunications, improving brand image is of critical importance. As the role of social media is becoming increasingly important in business world, organisations are working on creating well-managed strategies to secure their position against their rivalry. The research setting for this study consisted of the three Egyptian telecommunications companies. The dynamics of organisation impression management (OIM) employed on the three Facebook pages were examined. The objective was to identify OIM strategies applied by each of the study organisations and their effect on organisation's appeal by measuring customers' satisfaction and engagement on the companies' Facebook pages. Research on OIM is still new; hence, the results of this study will add value to the literature in terms of influencing how organisations should approach their customers.

Keywords: social media; organisational impression management; OIM; customer relationship management; CRM; corporate reputations; brand image; online competition; Egypt; telecommunications industry; corporate image; Facebook.

DOI: 10.1504/IJTMKT.2017.081503

International Journal of Technology Marketing, 2017 Vol.12 No.1, pp.42 - 59

Received: 09 Jul 2015
Accepted: 19 Jan 2016
Published online: 10 Jan 2017 *

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