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

Linjuan Rita Men; Wanhsiu Tsai

doi:10.1016/j.pubrev.2015.02.005

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

Linjuan Rita Men, Wanhsiu Tsai

Strategic Communication

Research output: Contribution to journal › Article › peer-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 language	English (US)
Pages (from-to)	395-403
Number of pages	9
Journal	Public Relations Review
Volume	41
Issue number	3
DOIs	https://doi.org/10.1016/j.pubrev.2015.02.005
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

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