The importance of appearing competent: An analysis of corporate impression management strategies on the World Wide Web

Web sites have become important impression management tools for corporations because they represent a constantly available source of information for an organization's publics. This study used quantitative content analysis to assess current corporate impression management techniques, using Jones’ typology of impression management strategies: ingratiation, competence, exemplification, supplication and intimidation. Findings indicate that corporate Web sites focus on competence and exemplification strategies, and that they are not using the full two-way communication capabilities of the Web.