Journal of Business and Technical Communication Jan 2014

Facing Facebook: Impression Management Strategies in Company–Consumer Interactions

Ella Lillqvist Aalto University ; Leena Louhiala-Salminen

Abstract

This study examines interaction between corporate representatives and critical consumers in today’s social media environment. Applying a microanalytical form of discourse analysis to a data set of corporate Facebook page discussions, the study contributes to a better understanding of the communicative resources that organizations use as part of their impression management (IM) for upholding their acceptability and promoting their credibility. The study also reveals the complexity of the work of corporate Facebook representatives, who need to align their individual IM with that of the organization while adjusting to the technologically mediated context.

Journal
Journal of Business and Technical Communication
Published
2014-01-01
DOI
10.1177/1050651913502359
CompPile
Open Access
Closed
Topics
Export
BibTeX RIS

Citation context

Cited by in this index (5)

  1. Wu (2026)
    An Acceptance Analysis of Firms’ Posts on Sina Weibo to Build Credibility
    Journal of Business and Technical Communication
  2. Zhu et al. (2026)
    From Monologue to Dialogue: Communication Strategies of Chinese Museums on Weib…
    Journal of Business and Technical Communication
  3. Shen et al. (2022)
    Understanding the Effects of Visual Cueing on Social Media Engagement With YouT…
    IEEE Transactions on Professional Communication
  4. Reinsch et al. (2019)
    Multicommunicator Aspirational Stress, Suggestions for Teaching and Research, a…
    Journal of Business and Technical Communication
  5. Shin et al. (2015)
    Building Relationships Through Integrated Online Media: Global Organizations’ U…
    Journal of Business and Technical Communication

References (67) · 13 in this index

  1. 10.1080/03637759409376322
     ↗
  2. Argenti (2006)
    How Technology Has Influenced the Field of Corporate Communication
    Journal of Business and Technical Communication
  3. 10.2307/2667107
     ↗
  4. 10.1177/0149206308324325
     ↗
  5. 10.1177/002194369703400106
     ↗
Show all 67 →
  1. 10.1111/j.1083-6101.2007.00393.x
     ↗
  2. 10.1111/j.1083-6101.2006.00318.x
     ↗
  3. Brandt (2005)
    Writing for a Living: Literacy and the Knowledge Economy
    Written Communication
  4. 10.1016/j.pubrev.2010.12.006
     ↗
  5. 10.1017/CBO9780511805226
     ↗
  6. 10.1108/13563281211253502
     ↗
  7. 10.1108/02756661211206717
     ↗
  8. 10.1108/13563281011016822
     ↗
  9. 10.1108/13563281211253539
     ↗
  10. 10.1016/j.chb.2004.11.013
     ↗
  11. 10.1016/j.pubrev.2011.06.005
     ↗
  12. 10.1111/j.1468-2885.2010.01362.x
     ↗
  13. 10.2307/256313
     ↗
  14. Fernheimer et al. (2011)
    Transdisciplinary ITexts and the Future of Web-Scale Collaboration
    Journal of Business and Technical Communication
  15. Finnish Advisory Board on Research Integrity. (2012). Ethical review in human sciences. Retrieved from http:…
  16. Gee J. P. (1999)
    An introduction to discourse analysis: Theory and method
  17. Geisler (2011)
    IText Revisited: The Continuing Interaction of Information Technology and Text
    Journal of Business and Technical Communication
  18. Geisler et al. (2001)
    IText: Future Directions for Research on the Relationship between Information T…
    Journal of Business and Technical Communication
  19. Goffman E. (1959)
    The presentation of self in everyday life
  20. Goffman E. (1981)
    Forms of talk
  21. Grunig J. E. (2009)
    Prism
  22. Haas et al. (2011)
    Building and Maintaining Contexts in Interactive Networked Writing: An Examinat…
    Journal of Business and Technical Communication
  23. 10.1177/0270467610380012
     ↗
  24. 10.1177/0021943606295781
     ↗
  25. Johansson C. (2009)
    Public relations and social theory: Key figures and concepts
  26. 10.1111/j.1460-2466.2008.01410.x
     ↗
  27. 10.1111/j.1083-6101.2006.00019.x
     ↗
  28. 10.1016/j.bushor.2011.01.005
     ↗
  29. 10.1037/0033-2909.107.1.34
     ↗
  30. 10.1177/002194360203900106
     ↗
  31. Louhiala-Salminen et al. (2011)
    Professional Communication in a Global Business Context: The Notion of Global C…
    IEEE Transactions on Professional Communication
  32. Mason et al. (2012)
    Communicating a Green Corporate Perspective: Ideological Persuasion in the Corp…
    Journal of Business and Technical Communication
  33. 10.1016/j.pubrev.2011.10.006
     ↗
  34. 10.1108/eb028989
     ↗
  35. Paltridge B. (2006)
    Discourse analysis: An introduction
  36. Pönkä H. (2011, July 22). Re: Facebookissa ei ole 2 miljoonaa suomalaista. Paljonko sitten? [Web log message]…
  37. 10.4135/9781446222119
     ↗
  38. Potter J. (1987)
    Discourse and social psychology: Beyond attitudes and behaviour
  39. 10.1109/HICSS.2004.1265478
     ↗
  40. 10.1111/j.1083-6101.2006.00307.x
     ↗
  41. Reinsch et al. (2006)
    Ari, R U There? Reorienting Business Communication for a Technological Era
    Journal of Business and Technical Communication
  42. Rogers (2006)
    Introduction to the Special Issue: Communication Challenges From New Technology
    Journal of Business and Technical Communication
  43. Rosenfeld P. (1995)
    Impression management in organizations: Theory, measurement, practice
  44. Searls D. (2000)
    The Cluetrain Manifesto: The end of business as usual
  45. 10.1111/j.1083-6101.2006.00314.x
     ↗
  46. Spinuzzi (2009)
    Starter Ecologies: Introduction to the Special Issue on Social Software
    Journal of Business and Technical Communication
  47. St.Amant (2002)
    When Cultures and Computers Collide: Rethinking Computer-Mediated Communication…
    Journal of Business and Technical Communication
  48. Talouselämä (2010). Talouselämä 500. Retrieved from http://www.talouselama.fi/te500/
  49. 10.1111/j.1083-6101.2008.00409.x
     ↗
  50. Tulley (2011)
    IText Reconfigured: The Rise of the Podcast
    Journal of Business and Technical Communication
  51. 10.1111/j.1083-6101.2010.01522.x
     ↗
  52. 10.1177/0893318911426685
     ↗
  53. 10.1016/j.pubrev.2011.08.015
     ↗
  54. 10.1177/009365092019001003
     ↗
  55. 10.1177/009365096023001001
     ↗
  56. Walther J. B. (2002)
    Handbook of interpersonal communication
  57. 10.1177/0093650208330251
     ↗
  58. 10.1016/j.pubrev.2009.01.006
     ↗
  59. Wodak R. (2009)
    Methods of critical discourse analysis
  60. 10.4135/9781452233291
     ↗
  61. Wright D. K. (2009)
    Public Relations Journal
  62. 10.1016/j.chb.2008.02.012
     ↗
CrossRef global citation count: 65 View in citation network → Build reading path →

Related articles

  1. Reflections: A Journal of Community-Engaged Writing and Rhetoric Aug 2026
    Rhetoric of Environmental Activism in Ghana: Towards a Transnational Environmental Counterpublic (TEC) ↗
    Gideon Kwawukumey
    rhetorical criticism discourse analysis multimodality social media public rhetoric
  2. Rhetoric Society Quarterly Jul 2026
    “We Live in a Society”: Hannah Arendt, Political Speech, and Social Media ↗
    James Ogden Sharpe; Robin Reames
    discourse analysis digital rhetoric social media
  3. Rhetoric Society Quarterly Jun 2026
    Hype Circulation: Shaping Public Engagement with Emerging Technologies Through Anticipatory Communities and Embodiment ↗
    Rich Shivener; Jason Tham
    rhetorical criticism discourse analysis service learning assessment social media affect and writing body and rhetoric book reviews
  4. Journal of Business and Technical Communication Mar 2026
    Terms of Service and Community Guidelines as “Value-Laden” Documents: An (Adapted) Corpus-Assisted Discourse Analysis of “Sexual Content” ↗
    Rachael Jordan
    discourse analysis social media affect and writing
  5. Business and Professional Communication Quarterly Mar 2026
    An Analysis of Online Perceptions in Response to Microsoft’s and Google’s Sexual Harassment Scandals ↗
    Roxana D. Maiorescu
    discourse analysis social media race and writing editorial matter