Advanced search
1 file | 216.51 KB

Facebook als corporate communicatie tool voor bedrijven? Een inhoudsanalyse van de communicatiestrategieën van gereputeerde Belgische bedrijven op de sociale netwerksite

Author
Organization
Abstract
This study used a quantitative content analysis to investigate how 12 reputable Belgian companies use Facebook as a corporate communication tool. Findings indicate that companies use Facebook more often to post public relations than marketing communication content. The former is also more often shared than the latter. However, the latter creates more engagement in terms of reactions of the company on comments of users. Furthermore, about one fourth of the company posts did not generate any written reactions from users and can be classified as one-way communication. Almost 40 % of the posts generated reactions from the users. To conclude, in one third of the cases companies reacted on these reactions of users, and results reveal that this is more often the case when it concerns public relations content than marketing communication content. Reputation score was not able to predict the communication strategy used on Facebook.
Keywords
public relations, content analysis, marketing communication, corporate communication, Facebook, NONPROFIT ORGANIZATIONS, PUBLIC-RELATIONS, MEDIA, PRACTITIONERS, STAKEHOLDERS, WEBSITES, ENGAGEMENT

Downloads

  • (...).pdf
    • full text
    • |
    • UGent only
    • |
    • PDF
    • |
    • 216.51 KB

Citation

Please use this url to cite or link to this publication:

Chicago
Crijns, Hannelore, Liselot Hudders, Veroline Cauberghe, and An-Sofie Claeys. 2016. “Facebook Als Corporate Communicatie Tool Voor Bedrijven? Een Inhoudsanalyse Van De Communicatiestrategieën Van Gereputeerde Belgische Bedrijven Op De Sociale Netwerksite.” Tijdschrift Voor Communicatiewetenschap 43 (1): 39–63.
APA
Crijns, Hannelore, Hudders, L., Cauberghe, V., & Claeys, A.-S. (2016). Facebook als corporate communicatie tool voor bedrijven? Een inhoudsanalyse van de communicatiestrategieën van gereputeerde Belgische bedrijven op de sociale netwerksite. TIJDSCHRIFT VOOR COMMUNICATIEWETENSCHAP, 43(1), 39–63.
Vancouver
1.
Crijns H, Hudders L, Cauberghe V, Claeys A-S. Facebook als corporate communicatie tool voor bedrijven? Een inhoudsanalyse van de communicatiestrategieën van gereputeerde Belgische bedrijven op de sociale netwerksite. TIJDSCHRIFT VOOR COMMUNICATIEWETENSCHAP. 2016;43(1):39–63.
MLA
Crijns, Hannelore, Liselot Hudders, Veroline Cauberghe, et al. “Facebook Als Corporate Communicatie Tool Voor Bedrijven? Een Inhoudsanalyse Van De Communicatiestrategieën Van Gereputeerde Belgische Bedrijven Op De Sociale Netwerksite.” TIJDSCHRIFT VOOR COMMUNICATIEWETENSCHAP 43.1 (2016): 39–63. Print.
@article{5717357,
  abstract     = {This study used a quantitative content analysis to investigate how 12 reputable Belgian companies use Facebook as a corporate communication tool. Findings indicate that companies use Facebook more often to post public relations than marketing communication content. The former is also more often shared than the latter. However, the latter creates more engagement in terms of reactions of the company on comments of users. Furthermore, about one fourth of the company posts did not generate any written reactions from users and can be classified as one-way communication. Almost 40 \% of the posts generated reactions from the users. To conclude, in one third of the cases companies reacted on these reactions of users, and results reveal that this is more often the case when it concerns public relations content than marketing communication content. Reputation score was not able to predict the communication strategy used on Facebook.},
  author       = {Crijns, Hannelore and Hudders, Liselot and Cauberghe, Veroline and Claeys, An-Sofie},
  issn         = {1384-6930},
  journal      = {TIJDSCHRIFT VOOR COMMUNICATIEWETENSCHAP},
  keyword      = {public relations,content analysis,marketing communication,corporate communication,Facebook,NONPROFIT ORGANIZATIONS,PUBLIC-RELATIONS,MEDIA,PRACTITIONERS,STAKEHOLDERS,WEBSITES,ENGAGEMENT},
  language     = {dut},
  number       = {1},
  pages        = {39--63},
  title        = {Facebook als corporate communicatie tool voor bedrijven? Een inhoudsanalyse van de communicatiestrategie{\"e}n van gereputeerde Belgische bedrijven op de sociale netwerksite},
  volume       = {43},
  year         = {2016},
}

Web of Science
Times cited: