Analysis of impression management strategy of enterprise social media platform——based on Sina Weibo data
In the Internet era,enterprises using social media platforms for impression management can change consumers'perceptions,and thus establish a good corporate image.This study aims to explore the types of impression management strategies of enterprises on social media platforms.It uses data crawlers to collect the top 10 enterprise microblog tweets on the Sina Weibo brand ranking list.Through content analysis,it determines that there are four specific strategies that enterprises often use on social media platforms(self presentation,corporate social responsibility,apology statement,defense and confrontation),At the same time,enterprises will also combine self presentation or defense in their apology statements to make a combination of strategies.
Enterprise impression managementSocial media platformContent analysis
万方数据
