The spread of social media communication and its impact on firm reputation and performance: moderation of miscommunications

Key Points

• This research aims to explore how social media communication affects firm reputation and performance, with a focus on miscommunications as a moderating factor.
• Qualitative analysis of case studies on firm social media usage.
• Assessment of firm performance metrics pre- and post-social media campaigns.
• Survey of public perception regarding firm reputation in the context of communication errors.
• Increased social media engagement correlates with improved firm reputation.
• Communication missteps can significantly undermine firm performance.
• Successful moderation strategies can mitigate negative effects of miscommunication.

Abstract