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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/148733

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/148733

Title:	Timeliness, responsiveness and the human voice: The effects of dialogic strategies and the mediating role of perceived communication ethicality on social media relationship building
Authors:	鄭怡卉 Cheng, I-Huei;Lee, Seow Ting
Contributors:	廣告系
Keywords:	Public relations;Ethics;Dialogic theory;Social media;Communication strategies;Timeliness;Responsiveness;Human voice;Organization-public relationships
Date:	2023-11
Issue Date:	2023-12-13 14:16:34 (UTC+8)
Abstract:	This study investigates how social media can be better managed to cultivate positive organization-public relationships. It advances an expanded and integrated conceptual model to test how the communication features of corporate pages on social networking sites may influence publics’ perception of the organization’s communication ethicality, which further predicts organization-public relationships as a compound index of trust, commitment, and satisfaction. The results, based on structural equation modeling, showed that three important communication strategies are success factors that could shape perceptions of communication ethicality: timeliness, responsiveness, and the use of human voice in a dialogic framework. In particular, publics’ perception of the organization’s communication ethicality emerged as a key mediator driving communication effects to foster positive relationships with stakeholders in an online environment.
Relation:	Public Relations Review, Vol.49, No.4, 102355
Data Type:	article
DOI 連結:	https://doi.org/10.1016/j.pubrev.2023.102355
DOI:	10.1016/j.pubrev.2023.102355
Appears in Collections:	[廣告學系] 期刊論文

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