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Harnessing stakeholder sentiment on social networking sites: a new conceptual framework for online reputation management

a new conceptual framework for online reputation management

Hilke Steenkamp
Tshwane University of Technology
Ronél Rensburg
University of Pretoria
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Harnessing stakeholder sentiment on social networking sites: a new conceptual framework for online reputation management. (2022). Communicare: Journal for Communication Studies in Africa, 35(2), 55-84. https://doi.org/10.36615/jcsa.v35i2.1597
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  • Submited: October 14, 2022
  • Published: October 17, 2022

Abstract

Communicating reputation to stakeholders and assessing whether these messages have been
received favourably are essential components of organisations’ overall communication strategies.
These actions are, however, becoming increasingly difficult to execute as a result of sophisticated
stakeholder expectations as well as notions of continuous stakeholder participation and
engagement on social networking sites (SNSs) by means of the co-creation of communication
content. This research proposes a new conceptual framework for reputation management on
SNSs that aims to address these issues. The framework is essentially based on the utilisation of
computer-aided qualitative data analysis software (CAQDAS) such as Leximancer and Centim
in the reputation management process. Based on the findings, it is suggested that CAQDAS
enables reputation managers to accurately measure stakeholder sentiment, identify prevalent
stakeholder discourses pertaining to organisational communication disseminated on SNSs, and
detect threats that could damage corporate reputation.

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How to Cite
Harnessing stakeholder sentiment on social networking sites: a new conceptual framework for online reputation management. (2022). Communicare: Journal for Communication Studies in Africa, 35(2), 55-84. https://doi.org/10.36615/jcsa.v35i2.1597

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