A Study on the Effectiveness of Using Social Media for Organizational Reputation Management in the Telecommunications Industry in Zambia. A case of Zamtel

Authors

  • Valerie Mpuku University of Zambia Author

DOI:

https://doi.org/10.59413/ajocs/v4.i3.3

Keywords:

social media, Organization reputation management, Telecommunications Industry

Abstract

The aim of this study was to assess the effectiveness of social media usage for organizational reputation management. This study employed a descriptive quantitative research design with a population of 150 employees working at Zamtel's head office in Lusaka. A Yamane formula was used to randomly select a sample of 109 employees for data collection. The researcher designed a questionnaire for this purpose, and descriptive analysis was conducted using SPSS. The study revealed that 68% of respondents believe social media is effective in managing an organization's reputation in Zambia. Zamtel has been positively impacted by social media in the past years, particularly in increasing responsiveness to customer queries and enhancing brand image, highlighting the need for the organization to continue focusing on its online presence and implement strategies to manage its reputation. The most common types of social media strategies used for reputation management by Zamtel include building brand awareness and creating engaging content, mostly through Facebook. The research also revealed challenges faced by Zamtel in using social media for organization reputation management, with a lack of resources and poor message design being the most significant challenges. The study recommends, among other things, that by establishing a social media policy, monitoring online conversations, engaging with followers, creating shareable content, utilizing influencer marketing, and responding to negative feedback, businesses can build a positive reputation online and enhance their brand image.

References

Argenti, P. A. (2015). The challenge of protecting reputation. Retrieved May 2, 2018 from http://www.tuck.dartmouth.edu/exec/pdf/FT_protecting_reputation.pdf

Aula, P. (2010). Social media, reputation risk and ambient publicity management. Strategy & leadership, 38(6), 43-49. DOI: https://doi.org/10.1108/10878571011088069

Bass, K. (2018). "Organizational Reputation: For Public Organizations" . Media Literacy: How the Era of Fake News Affects Public Service. 5. https://stars.library.ucf.edu/publicsectormedialiteracy/5

Davis, C., & Moy, C. (2007). Coming to terms with business transparency. ADMAP, 487, 19.

Dollarhide, Maya (2024). Social Media in Investopedia [ https://www.investopedia.com/terms/s/social-media.asp ]

Field, J., & Chelliah, J. (2012). Social‐media misuse a ticking time‐bomb for employers: Robust policies and procedures needed to reduce the risks. Human Resource Management International Digest, 20(7), 36-38. DOI: https://doi.org/10.1108/09670731211270301

Fogel, J., & Nehmad, E. (2009). Internet social network communities: Risk taking, trust, and privacy concerns. Computers in human behavior, 25(1), 153-160. DOI: https://doi.org/10.1016/j.chb.2008.08.006

Hendler, J., & Golbeck, J. (2008). Metcalfe's law, Web 2.0, and the Semantic Web. Journal of Web Semantics, 6(1), 14-20. DOI: https://doi.org/10.1016/j.websem.2007.11.008

Jolly, A. (2019). Managing corporate reputations. London, UK: Public Relations Consultants.

Jones, B., Temperley, J., & Lima, A. (2009). Corporate reputation in the era of Web 2.0: the case of Primark. Journal of marketing management, 25(9-10), 927-939. DOI: https://doi.org/10.1362/026725709X479309

Kelly, S., Christen, S., & Snyder, L. G. (2013). An analysis of effective online reputation management: A critical thinking social media activity. Journal of Research in Business Education, 55(1), 24-35.

Lachlan, K. A., Spence, P. R., Lin, X., Najarian, K., & Del Greco, M. (2016). Social media and crisis management: CERC, search strategies, and Twitter content. Computers in Human Behavior, 54, 647-652. DOI: https://doi.org/10.1016/j.chb.2015.05.027

Lisjak, M., Lee, A. Y., & Gardner, W. L. (2012). When a threat to the brand is a threat to the self: The importance of brand identification and implicit self-esteem in predicting defensiveness. Personality and Social Psychology Bulletin, 38(9), 1120-1132. DOI: https://doi.org/10.1177/0146167212445300

Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365. DOI: https://doi.org/10.1016/j.bushor.2009.03.002

Singh, T., Veron-Jackson, L., & Cullinane, J. (2008). Blogging: A new play in your marketing game plan. Business horizons, 51(4), 281-292. DOI: https://doi.org/10.1016/j.bushor.2008.02.002

Sontaite-Petkeviciene, M. (2015). Corporate reputation management of higher education institutions: disparities of stakeholders' approaches. Organizacijø Vadyba: Sisteminiai Tyrimai, (74), 139. DOI: https://doi.org/10.7220/MOSR.2335.8750.2015.74.9

Vollmer, C., & Precourt, G. (2008). Always on: Advertising, marketing and media in an era of consumer control (No. 18057). McGraw-Hill.

Williams, J., Feild, C., & James, K. (2011). The effects of a social media policy on pharmacy students’ Facebook security settings. American journal of pharmaceutical education, 75(9), 177. DOI: https://doi.org/10.5688/ajpe759177

Downloads

Published

2024-04-02

How to Cite

Mpuku, V. (2024). A Study on the Effectiveness of Using Social Media for Organizational Reputation Management in the Telecommunications Industry in Zambia. A case of Zamtel. African Journal of Commercial Studies, 4(3), 194-199. https://doi.org/10.59413/ajocs/v4.i3.3