Localization of computer-mediated communication and corporate impression on online communities

Hallier Willi, Christine, Nguyen, Bang, Melewar, T. C., Gupta, Suraksha and Yu, Xiaoyu (2019) Localization of computer-mediated communication and corporate impression on online communities. Internet Research, 29 (4) . pp. 940-969. ISSN 1066-2243 [Article] (doi:10.1108/intr-05-2016-0126)

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The purpose of this paper is to investigate the importance of localizing online communities (OCs) and examines how OC members form impressions of organizations that use OCs in their communication activities. A conceptual framework and measurement scale are developed that consist of complex latent constructs.

A sequential multi-method approach is adopted with both qualitative and quantitative investigations. Using Structural equation modeling, the research refines and validates the measurement scales of impression formation in OCs.

Findings reveal that comprehensive messages have a direct effect on the impressions that an OC member forms. In particular, social context cues are an important predictor of online community corporate impression (OCCIP). Source credibility, affiliation, characteristics and interpersonal communication are all critical to OCCIP, which in turn, influence members’ attitudes toward the company and the intention to use it again. Surprisingly, relevance, timeliness, accuracy and perceived similarity did not have any significant effect on the corporate impression.

Three contributions are offered: First, the study provides reliable scales for measuring OCCIP. Second, support is given to the conceptual model that links OCCIP to a set of consequences, namely, attitudes toward the company, intention to use the company, and word-of-mouth. Finally, the study is conducted across two different and unique types of OC contexts, stipulating further insights into the localization of OCs.

Item Type: Article
Keywords (uncontrolled): Economics and Econometrics, Sociology and Political Science, Communication
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 26330
Notes on copyright: This is the accepted version of the manuscript published in the journal "Internet Research" available via the journal site at: https://doi.org/10.1108/INTR-05-2016-0126.
This article is © Emerald Group Publishing and permission has been granted for this version to appear here in the Middlesex University Research Repository. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
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Depositing User: Jisc Publications Router
Date Deposited: 29 Mar 2019 09:43
Last Modified: 29 Nov 2022 18:57
URI: https://eprints.mdx.ac.uk/id/eprint/26330

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