Abstract
This study links the factors central to social media communications, including perceived corporate character, parasocial interaction, and community identification, to public engagement and organization-public relationships. Based on American users' engagement behaviors on corporate Facebook pages, the study underscores the effectiveness of a personification approach in social media communication to construct an agreeable corporate character for enhancing public engagement and inducing intimate, interpersonal interactions and community identification, which in turn improves organization-public relationships.
Original language | English (US) |
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Pages (from-to) | 395-403 |
Number of pages | 9 |
Journal | Public Relations Review |
Volume | 41 |
Issue number | 3 |
DOIs | |
State | Published - Sep 1 2015 |
Keywords
- Corporate character
- Interpersonal approach
- Organization-public relationships
- Public engagement
- Social media
ASJC Scopus subject areas
- Marketing
- Organizational Behavior and Human Resource Management
- Communication