Social media and organizational visibility: : A sample of Fortune 500 corporations

• Autores: Aimei Yang, Michael Kent
• Localización: Public Relations Review, ISSN-e 0363-8111, Vol. 40, Nº. 3, 2014, págs. 562-564
• Idioma: inglés
• DOI: 10.1016/j.pubrev.2014.04.006
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• Dialnet Métricas: 5 Citas
• Resumen

  • This study explores the factors that drive organizational social media visibility. Using a sample of Fortune 500 companies and influential non-profit organizations, findings reveal that mainstream media coverage significantly affects social media visibility whereas organizations� social media use patterns have limited impact on overall organizational visibility. Implications for both the practice of public relations and further theorizing about social media studies are discussed.