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Self-staging or brand authenticity? A qualitative content analysis of German-language LinkedIn posts by high-reach corporate influencers
[collection article]
This document is a part of the following document:
The Dynamics of Digital Influence: Communication Trends in Business, Politics and Activism
Abstract This research project examines how high-reach corporate influencers (CI) stage themselves and their corporate brand in German-language LinkedIn posts. Based on the theory of Impression Management, the aim of three research questions is to work out which topics CI address with their LinkedIn posts, w... view more
This research project examines how high-reach corporate influencers (CI) stage themselves and their corporate brand in German-language LinkedIn posts. Based on the theory of Impression Management, the aim of three research questions is to work out which topics CI address with their LinkedIn posts, which aspects of brand authenticity and self-staging are reflected in their LinkedIn posts, and how these aspects are reflected in their interaction with the community. 100 posts from a total of 10 different members of LinkedIn's Top Voices program were analyzed using Kuckartz's content-structured qualitative content analysis. A total of six different dimensions were identified for each of self-staging and brand authenticity. For self-staging, these are education and willingness to learn, personal experiences, highlighting activities outside the company, own perspective and own abilities as well as private details. For brand authenticity, these are brand positioning, recruiting, promotion, knowledge sharing, corporate culture and appreciation. With the exception of recruiting, the same aspects are found in the interaction with the community, supplemented on both sides by the aspect of defense.... view less
Keywords
social media; trademark; representation; self-presentation; enterprise; communication
Classification
Interactive, electronic Media
Media Contents, Content Analysis
Free Keywords
Impression Management; Corporate Influencer; Self-staging; Brand Authenticity
Collection Title
The Dynamics of Digital Influence: Communication Trends in Business, Politics and Activism
Editor
Godulla, Alexander; Buller, Christopher; Freudl, Vanessa; Merz, Isabel; Twittenhoff, Johanna; Winkler, Jessica; Zapke, Laura
Document language
English
Publication Year
2024
City
Leipzig
Page/Pages
p. 76-98
Status
Primary Publication; reviewed