The Relationship between Twitter and Top-Level Management in Improving Corporate Reputation Behaviour in the Telecommunications Industry in Zimbabwe

Abstract

The paper sought to develop insights on the nexus between Twitter, as a social blog and top management in improving corporate behaviour in the  Zimbabwean telecommunications industry. The main objective was to determine the relationship between Twitter and the operations of the top-  level management in improving corporate reputation behaviour that could address the knowledge and practice gaps located. A mixed method  approach was employed in gathering the data from the industry through a quan-qual sequential method. The respondents and participants to the  study were (n=369) which was deduced from the total identified population of 4834 employees in the telecommunications industry through the  Yamane Formula and 18 key interview informants (KII) were purposefully selected from the industry’s, management, call centres, public relations,  front office, and marketing departments basing on their experience and knowledge of the industry. The results show that Twitter helps in crafting  strategic goals for top-level management as compared to other forms of media. Furthermore, Twitter is seen as strategically positioned to  formulate strategic goals in relation to corporate behaviour, which is critical in the shaping of reputation and an enabler of strategic coordination of  ideas of corporate reputation compared to other social blogs. This informed the conclusions that there is need for a structured approach for top-  level managers towards ensuring the strategic objectives of companies in the telecommunications industry are achieved.