Do organizational personification and personality matter? The effect of interaction and conversational tone on relationship quality in social media
Publication in refereed journal
已正式接受出版

香港中文大學研究人員
替代計量分析
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其它資訊
摘要The current study reveals that an organization can increase its personification and personality dimensions on social networking sites by adopting an interpersonal approach of communication (i.e., increased interaction, conversational tone). This personification of the organization led to an increased perceived relationship investment, eventually leading to an increased perceived relationship quality toward the organization. Five personality dimensions were examined, and of these the sincerity dimension mediated the influence of personification on perceived relationship investment. This finding suggests that sincerity might be an important dimension for organization-public relationship building.
出版社接受日期30.08.2018
著者SUNG Kang Hoon, KIM Sora
期刊名稱International Journal of Business Communication
出版年份2018
出版社Sage Publications
國際標準期刊號2329-4884
電子國際標準期刊號2329-4892
語言美式英語

上次更新時間 2019-19-10 於 03:49