Webcare als online reputatiemanagement

Translated title of the contribution: Webcare and online reputatiemanagement

Judith Huibers, Joost Verhoeven

Research output: Contribution to journalArticleScientificpeer-review

7 Citations (Scopus)


While Twitter offers organizations chances to improve their reputations, tweets can also threaten reputations by attacking the organizational legitimacy. In this article, we studied (1) what webcare strategies Dutch organizations use to preventing reputational damage, (2) how effective these strategies are, and (3) how conversational human voice influences the effectiveness of these strategies. A content analysis of online dialogues (Study 1) shows that we should distinguish three rather than two types of webcare strategies: Organizations use webcare to accommodate (1) their own needs (through denial or justification), (2) individual stakeholder needs (through information, sympathy and compensation), or (3) collective stakeholder needs (through apologies and corrective action). In the Netherlands, stakeholder focused strategies are used more for web care than defensive strategies. A scenario study revealed that accommodating individual needs protects reputation better than defensive strategies, and marginally better than collective accommodative strategies.

Translated title of the contributionWebcare and online reputatiemanagement
Original languageDutch
Pages (from-to)165-189
Number of pages25
JournalTijdschrift voor Communicatiewetenschap
Issue number2
Publication statusPublished - 2014
Externally publishedYes


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