CHAPTER 6: THEORETICAL AND PRACTICAL IMPLICATIONS
6.2 Practical Implications
theoretical area which adopts warranting principle from impression management and investigates how official information (company-generated content) and consumer reviews (consumer-generated content) on restaurant Corporate Facebook Pages affect corporate reputation and purchase intention. It also investigates how the popularity of Facebook content affects the effect of the source of content on corporate reputation and purchase intention. This study has demonstrated the relationship between warranting value of information and corporate reputation in the restaurant corporate Facebook page context. It shows that warranting value of information online does not only affect impressions that others form of a person on an individual basis, it also affects corporate reputation on a business content.
Besides, herding is related to corporate reputation and it may affect the warranting value of information online. Consumers tend to follow others’ opinions and information rather than making decisions according to their own knowledge. This research has not yet investigated and confirmed the interaction and relationship between warranting principle and herd behavior on social media context. Future research is recommended to look into this area. It is also suggested to apply this model to corporate Facebook Pages of the other industries and investigate the effects generated.
6.2 Practical Implications
This research has identified some corporate reputation management strategies used on corporate Facebook pages and gained an understanding of the specific features of reputation management in the social media context for public relations and marketing professionals.
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Regarding the generator of information, content or posts on a corporate Facebook Page, it is found that the content generated by real customers has the strongest positive effect on corporate reputation. Public relations and marketing professionals should formulate effective strategies or promotional events to attract customers to leave comments or write posts on corporate Facebook Page. Corporate-generated content also has positive effect on corporate reputation. However, practitioners should make sure that the posts get as many “likes” as possible. If the corporate-generated posts get very few likes, it may decrease the positive effect on corporate reputation. The unidentifiable consumer-generated content with many likes has positive effect on corporate reputation as well. It shows that Facebook users or general consumers are easily affected by others’ opinions. Thus, similar to corporate-generated posts, try to get as many “likes” as possible by promotional events.
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