Localization of computer-mediated communication and corporate impression on online communities
Abstract
Purpose The purpose of this paper is to investigate the importance of localizing online communities (OCs) and examines how OC members form impressions of organizations that use OCs in their communication activities. A conceptual framework and measurement scale are developed that consist of complex latent constructs. Design/methodology/approach A sequential multi-method approach is adopted with both qualitative and quantitative investigations....
Paper Details
Title
Localization of computer-mediated communication and corporate impression on online communities
Published Date
Aug 5, 2019
Journal
Volume
29
Issue
4
Pages
940 - 969
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Notes
History