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    题名: Timeliness, responsiveness and the human voice: The effects of dialogic strategies and the mediating role of perceived communication ethicality on social media relationship building
    作者: 鄭怡卉
    Cheng, I-Huei;Lee, Seow Ting
    贡献者: 廣告系
    关键词: Public relations;Ethics;Dialogic theory;Social media;Communication strategies;Timeliness;Responsiveness;Human voice;Organization-public relationships
    日期: 2023-11
    上传时间: 2023-12-13 14:16:34 (UTC+8)
    摘要: 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.
    關聯: Public Relations Review, Vol.49, No.4, 102355
    数据类型: article
    DOI 連結: https://doi.org/10.1016/j.pubrev.2023.102355
    DOI: 10.1016/j.pubrev.2023.102355
    显示于类别:[廣告學系] 期刊論文

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