I Want to Be Your Friend: The Effects of Organizations' Interpersonal Approaches on Social Networking Sites
Publication in refereed journal
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摘要Publics tend to use social networking sites mainly for interpersonal communication purposes. Corporate communication focusing on promotional activities, thus, might create negative sentiments toward the organization within those platforms. This experimental study examined the effect of organizations' interpersonal approaches to communication (e. g., nonpromotional messages, high interactivity) in social networking sites using real and fictitious companies. Our results suggest that publics consider corporate activities in social networking sites more negatively when they perceive those platforms as a personal space. However, publics evaluate an organization more positively when it is highly interactive with its publics on these platforms. Finally, publics who perceive the platform as a personal space have a more positive attitude toward the organization when the organization is both highly interactive and employs nonpromotional messages.
著者Sung KH, Kim S
期刊名稱Journal of Public Relations Research
出版年份2014
月份1
日期1
卷號26
期次3
出版社ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
頁次235 - 255
國際標準期刊號1062-726X
電子國際標準期刊號1532-754X
語言英式英語
Web of Science 學科類別Communication
