Hallier Willi, Christine, et al. "Corporate impression formation in online communities: a qualitative study." Qualitative Market Research: An International Journal 17.4 (2014): 410-440.

This study examines the impact of corporate communication within online communities (OCs) on the formation of corporate impressions. Through qualitative research involving expert and online community member interviews, the study identifies key elements influencing corporate image in OCs, such as message relevance, communication style, social context cues, affiliation, perceived similarity, source credibility, and interpersonal communication. A conceptual model is proposed to outline the relationship between these communication elements and their effect on corporate impression. The findings offer insights into how companies can enhance their corporate image through effective participation in online communities.