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.
- Corporate character
- Interpersonal approach
- Organization-public relationships
- Public engagement
- Social media
ASJC Scopus subject areas
- Organizational Behavior and Human Resource Management