Infusing social media with humanity: Corporate character, public engagement, and relational outcomes

Linjuan Rita Men, Wanhsiu Tsai

Research output: Contribution to journalArticle

50 Scopus citations

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 languageEnglish (US)
Pages (from-to)395-403
Number of pages9
JournalPublic Relations Review
Volume41
Issue number3
DOIs
StatePublished - 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

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