Social messengers as the new frontier of organization-public engagement

A WeChat study

Wanhsiu Tsai, Rita Linjuan Men

Research output: Contribution to journalArticle

9 Citations (Scopus)

Abstract

Mobile-based social messengers have overtaken social networking sites as the new frontier for organizations to engage online stakeholders. This study provides one of the earliest empirical investigations on the antecedents and relational outcomes of pubic engagement with companies via WeChat—one of the world's most popular social messaging apps. Publics’ social messenger dependency and privacy perception of the medium are found to effectively drive public engagement, which in turn enhances organization-public relationships. Strategic guidelines based on the study findings are provided.

Original languageEnglish (US)
JournalPublic Relations Review
DOIs
StateAccepted/In press - Jan 1 2018

Fingerprint

privacy
networking
stakeholder
organization
Application programs
Industry
Empirical investigation
Social networking sites
Stakeholders
Public engagement
Organization-public relationships
Privacy

Keywords

  • Media dependency
  • Organization-public relationships
  • Perceived privacy
  • Public engagement
  • Social messenger
  • WeChat

ASJC Scopus subject areas

  • Communication
  • Organizational Behavior and Human Resource Management
  • Marketing

Cite this

Social messengers as the new frontier of organization-public engagement : A WeChat study. / Tsai, Wanhsiu; Men, Rita Linjuan.

In: Public Relations Review, 01.01.2018.

Research output: Contribution to journalArticle

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