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Organizational Impression Management (OIM) has received increased attention over the recent decades. Studies on OIM via social media platforms investigate the public posts by organizations targeted at general audience. In this study, we highlight the importance of organizations' individual replies to their customers as an indicator of their attempt to conduct and possibly "show-off" their customer care process on social media. We analyze the Twitter accounts of 11 major U.S. airline companiesdblp:conf/amcis/TahmasbiR20 fatcat:rjoyxrmburdrjc5ngacrpqbadq