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Communicating Social Media Policies: Evaluation of Current Practices (CROSBI ID 202873)

Prilog u časopisu | izvorni znanstveni rad | međunarodna recenzija

Fudurić, Morana ; Mandelli, Andreina Communicating Social Media Policies: Evaluation of Current Practices // Journal of communication management (London), 18 (2013), 2; 158-175. doi: 10.1108/JCOM-06-2012-0045

Podaci o odgovornosti

Fudurić, Morana ; Mandelli, Andreina

engleski

Communicating Social Media Policies: Evaluation of Current Practices

The main purpose of this paper is to explore the main characteristics of corporate social media guidelines and determine whether companies communicate these guidelines effectively to employees. An analysis of corporate social media guidelines is conducted using the Competing Values Framework (CVF) formerly used to assess business and ethical codes. The sample is comprised of twenty multinational companies that publish their social media guidelines online. Research limitations/implications A possible limitation of the research could be the issue of interpretability of the features of the framework. Hence, the quality of the research depends on the quality of the training raters receive prior to the guideline rating process. Additionally, the researchers were limited with the guideline availability and could analyze only the guidelines available online. This analysis can be broadened by identifying factors that may influence the characteristics of the guidelines (e.g. corporate culture or industry) Article Title Page Practical implications Managers can use this framework to analyze their companies’ guidelines to reveal the gaps, point to opportunities for improvement or take the findings into account when developing new guidelines. The results indicate the majority of the guidelines received average scores across the CVF framework, which implies the guidelines barely manage to stimulate change, direct action, provide facts or emphasize the importance of building trust. OThe first paper that analyzes corporate social media guidelines and their respective characteristics.

social media; corporate guidelines; competing values framework

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Podaci o izdanju

18 (2)

2013.

158-175

objavljeno

1363-254X

1478-0852

10.1108/JCOM-06-2012-0045

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Ekonomija

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