TY - JOUR
T1 - Perceptual, Attitudinal, and Behavioral Outcomes of Organization–Public Engagement on Corporate Social Networking Sites
AU - Men, Linjuan Rita
AU - Tsai, Wan Hsiu Sunny
PY - 2014/10/20
Y1 - 2014/10/20
N2 - This study proposes and tests a conceptual model that not only measures public engagement with corporate pages on social networking sites, but also evaluates the influence of such engagement on important perceptual, relational, and behavioral outcomes. Study results provide empirical evidence of the positive effects of public engagement on perceived corporate authenticity, organizational transparency, organization–public relationships, and public advocacy. Findings underscore the importance of public engagement via social media on enhancing perceived corporate transparency and authenticity, and thereby cultivating strong relationships. Additionally, organization–public relationships emerged as a deciding factor driving the effects of public engagement on advocacy behaviors.
AB - This study proposes and tests a conceptual model that not only measures public engagement with corporate pages on social networking sites, but also evaluates the influence of such engagement on important perceptual, relational, and behavioral outcomes. Study results provide empirical evidence of the positive effects of public engagement on perceived corporate authenticity, organizational transparency, organization–public relationships, and public advocacy. Findings underscore the importance of public engagement via social media on enhancing perceived corporate transparency and authenticity, and thereby cultivating strong relationships. Additionally, organization–public relationships emerged as a deciding factor driving the effects of public engagement on advocacy behaviors.
UR - http://www.scopus.com/inward/record.url?scp=84920064206&partnerID=8YFLogxK
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U2 - 10.1080/1062726X.2014.951047
DO - 10.1080/1062726X.2014.951047
M3 - Article
AN - SCOPUS:84920064206
VL - 26
SP - 417
EP - 435
JO - Journal of Public Relations Research
JF - Journal of Public Relations Research
SN - 1062-726X
IS - 5
ER -