Corporate self-disclosure in social media

Abstract

Self-disclosure is a well-known phenomenon in interpersonal relationships. The term has also been applied by previous research to corporate-consumer relations, but there are some differences between the two concepts. This paper tries to find a common ground, offers a new definition for corporate self-disclosure (one that is in line with the previous terminology but is closer to the interpersonal approach) and by the means of qualitative research it investigates its possible use in corporate-to-consumer communication. The author also argues that social media is very suitable field for corporate self-disclosure.