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 | |
| State | Published - Sep 1 2015 |
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Keywords
- Corporate character
- Interpersonal approach
- Organization-public relationships
- Public engagement
- Social media
ASJC Scopus subject areas
- Marketing
- Organizational Behavior and Human Resource Management
- Communication
Cite this
Infusing social media with humanity : Corporate character, public engagement, and relational outcomes. / Men, Linjuan Rita; Tsai, Wanhsiu.
In: Public Relations Review, Vol. 41, No. 3, 01.09.2015, p. 395-403.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Infusing social media with humanity
T2 - Corporate character, public engagement, and relational outcomes
AU - Men, Linjuan Rita
AU - Tsai, Wanhsiu
PY - 2015/9/1
Y1 - 2015/9/1
N2 - 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.
AB - 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.
KW - Corporate character
KW - Interpersonal approach
KW - Organization-public relationships
KW - Public engagement
KW - Social media
UR - http://www.scopus.com/inward/record.url?scp=84945486304&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84945486304&partnerID=8YFLogxK
U2 - 10.1016/j.pubrev.2015.02.005
DO - 10.1016/j.pubrev.2015.02.005
M3 - Article
AN - SCOPUS:84945486304
VL - 41
SP - 395
EP - 403
JO - Public Relations Review
JF - Public Relations Review
SN - 0363-8111
IS - 3
ER -