Perceptual, Attitudinal, and Behavioral Outcomes of Organization–Public Engagement on Corporate Social Networking Sites

Linjuan Rita Men, Wan Hsiu Sunny Tsai

Research output: Contribution to journalArticle

76 Scopus citations

Abstract

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.

Original languageEnglish (US)
Pages (from-to)417-435
Number of pages19
JournalJournal of Public Relations Research
Volume26
Issue number5
DOIs
StatePublished - Oct 20 2014

ASJC Scopus subject areas

  • Sociology and Political Science
  • Public Administration

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