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

Linjuan Rita Men, Wanhsiu Tsai

Research output: Contribution to journalArticlepeer-review

56 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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