ムラタ　キヨシ   Kiyoshi Murata   村田　潔    所属   明治大学  商学部    職種   専任教授
発表年月日	2012/08/17
発表テーマ	Reputation Management in the Age of Social Media
会議名	APCIM 2012
学会区分	国際学会
発表形式	口頭（一般）
単独共同区分	共同
発表者・共同発表者	Lin Xi and Kiyoshi Murata
概要	Thanks to the tremendous development and widespread availability of WEB 2.0 applications or social media and mobile communication terminals such as feature/smart-phones and tablet PCs, Net users have been able to enjoy disclosing their mind lightheartedly at any time and any place. On the other hand, this technological environment has made it difficult for business organisations to manage their reputation, which directly relates to their trustworthiness recognized by their existing and potential customers and, thus, to their corporate performance. Whereas there are online word of mouth (WOM) sites such as @cosme (http://www.cosme.net/) and tabelog (http://tabelog.com/), social media including blogs, microblogs, social networking services, bulletin board systems and community sites can function as a platform of online WOM regardless of their original purposes. Due to the rapid increase in social media users and their reinforced power over corporate reputation, many business organisations cannot ignore what is posted and argued online by Net users using social media. If incorrect or inaccurate things concerning their products and services are posted online based on misunderstanding or malicious intent, business organisations can argue against them by right. However, detecting such posts is not necessarily easy (may be costly and time-consuming) and, moreover, it seems that, in general, people tend to believe individual's online allegation more than organisation's one. Given the current Net environment described above, this study addresses the ways of managing corporate reputation suitable to the age of social media. A questionnaire survey and semi-structured interviews to investigate young Net users' online behaviour using social media will be conducted, and a policy recommendation to business organisations to favourably manage their reputation based on the results of the surveys will be made.