Role of social media in public accounting firms

Author

Brenda ESCHENBRENNER
Fiona Fui-hoon NAH, Singapore Management UniversityFollow
Zhiwei LU

Publication Type

Conference Proceeding Article

Version

publishedVersion

Publication Date

7-2018

Abstract

Social media has been widely used for both professional and personal communications. Businesses recognize the importance of social media and are using them to fulfill various business objectives. In this paper, we focus on analyzing the business objectives of public accounting firms that have both a firm-wide main page and a career page on Facebook. More specifically, we compare the business objectives they are achieving with their firm-wide main pages versus career pages. We not only find differences in the objectives that are being achieved, but also identify other objectives that are not actively being pursued on either page but may be considered in the future.

Keywords

Social media, Public accounting firms, Business objectives

Discipline

Databases and Information Systems | Graphics and Human Computer Interfaces | Social Media

Publication

HCI in Business, Government, and Organizations: 5th International Conference, HCIBGO 2018, Las Vegas, NV, July 15-20, Proceedings

Volume

109233

First Page

455

Last Page

464

ISBN

9783319917160

Identifier

10.1007/978-3-319-91716-0_36

Publisher

Springer

City or Country

Cham

Citation

ESCHENBRENNER, Brenda; NAH, Fiona Fui-hoon; and LU, Zhiwei. Role of social media in public accounting firms. (2018). HCI in Business, Government, and Organizations: 5th International Conference, HCIBGO 2018, Las Vegas, NV, July 15-20, Proceedings. 109233, 455-464.
Available at: https://ink.library.smu.edu.sg/sis_research/9978

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.

Additional URL

https://doi.org/10.1007/978-3-319-91716-0_36