Similar to individuals using impression management to influence image, organizational impression management (OIM) suggests organizations use communications tactics to influence public opinion of company image and brand. OIM has been studied sporadically across industries and communications, but not within the field of law and sporadically across industries and communications, but not within the field of law and social media. The purpose of this causal comparative quantitative study was to examine if there were differences in social media OIM strategies based on financial performance and litigation specialty by the largest revenue-grossing U.S. law firms.
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