Social messengers as the new frontier of organization-public engagement: A WeChat study

Wanhsiu Tsai, Rita Linjuan Men

Research output: Contribution to journalArticle

24 Scopus citations

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

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

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