Social Media Image! the Good, the Bad, and the Ugly

Abstract

The purpose of this integrative literature review is to explore the effects of social media on developing and maintain an organizational image. By synthesizing literature that addresses the relationship between social media and organizational branding, researchers aim to provide greater understanding of the published scholarship in this area. This review is important because social media presents a substantial opportunity for businesses who target specific audiences. Thus, contemporary business professionals need to understand how to harness the power of organizational branding via social media for maximum benefit.