The importance of appearing competent: An analysis of corporate impression management strategies on the World Wide Web

Colleen Connolly-Ahern, S. Camille Broadway

Research output: Contribution to journalArticle

34 Scopus citations

Abstract

Web sites have become important impression management tools for corporations because they represent a constantly available source of information for an organization's publics. This study used quantitative content analysis to assess current corporate impression management techniques, using Jones' typology of impression management strategies: ingratiation, competence, exemplification, supplication and intimidation. Findings indicate that corporate Web sites focus on competence and exemplification strategies, and that they are not using the full two-way communication capabilities of the Web.

Original languageEnglish (US)
Pages (from-to)343-345
Number of pages3
JournalPublic Relations Review
Volume33
Issue number3
DOIs
StatePublished - Sep 1 2007

All Science Journal Classification (ASJC) codes

  • Communication
  • Organizational Behavior and Human Resource Management
  • Marketing

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