Forming the Image of Telecommunications Companies in Lithuanian Online Media

Abstract This paper investigates the image of telecommunication companies, discusses theoretical aspects, and, using quantitative and qualitative content analysis, examines the image created by specific companies – “Telia”, “Tele2”, and “Bitė” – in the most popular Lithuanian online portals. This paper aims to determine the kinds of image of “Telia”, “Tele2”, and “Bitė” that are presented in Lithuanian online media in 2020. Research has shown that in online media, most articles are about “Telia”. “Tele2“ has the most positive image in the media, whereas “Telia” has the most negative. It was found that there is a relation between advertising investment and the positive image of a brand. The findings can be helpful for telecommunications companies’ management and for other researchers who can continue this research.