Date of Award

1-1-2014

Document Type

Thesis

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. Carolyn Cunningham

Abstract

This project sought to understand how individuals establish credibility online through impression management strategies. Applying Goffman’s (1959) impression management theory, the literature review highlighted four leading self-presentation tactics that bolster credibility effectively on the Internet: structure and aesthetics of personal websites, publication of content that is consistent, insightful and authentic, the use of self-disclosure, and verification of expertise through testimonials and references. These four self-presentation strategies were applied to analyze eight entrepreneurs who have successfully built a credible presence online. These case studies were further developed through the design of online course that teaches entrepreneurs how to use impression management effectively online.

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