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題名 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
貢獻者 廣告系
關鍵詞 Public relations; Ethics; Dialogic theory; Social media; Communication strategies; Timeliness; Responsiveness; Human voice; Organization-public relationships
日期 2023-11
上傳時間 13-Dec-2023 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
資料類型 article
DOI https://doi.org/10.1016/j.pubrev.2023.102355
dc.contributor 廣告系
dc.creator (作者) 鄭怡卉
dc.creator (作者) Cheng, I-Huei;Lee, Seow Ting
dc.date (日期) 2023-11
dc.date.accessioned 13-Dec-2023 14:16:34 (UTC+8)-
dc.date.available 13-Dec-2023 14:16:34 (UTC+8)-
dc.date.issued (上傳時間) 13-Dec-2023 14:16:34 (UTC+8)-
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/148733-
dc.description.abstract (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.
dc.format.extent 108 bytes-
dc.format.mimetype text/html-
dc.relation (關聯) Public Relations Review, Vol.49, No.4, 102355
dc.subject (關鍵詞) Public relations; Ethics; Dialogic theory; Social media; Communication strategies; Timeliness; Responsiveness; Human voice; Organization-public relationships
dc.title (題名) Timeliness, responsiveness and the human voice: The effects of dialogic strategies and the mediating role of perceived communication ethicality on social media relationship building
dc.type (資料類型) article
dc.identifier.doi (DOI) 10.1016/j.pubrev.2023.102355
dc.doi.uri (DOI) https://doi.org/10.1016/j.pubrev.2023.102355