Factors affecting social presence and word-of-mouth in corporate social responsibility communication: Tone of voice,message framing,and online medium type

To understand how tone of voice, message framing, and type of online media affect public perceptions and reactions to an organization in the context of corporate social responsibility (CSR) communication, this study conducted a 2 (tone of voice: human voice vs. organizational voice) x 2 (message framing: gain-focused vs. loss-focused) x 2 (online media: Facebook vs. organizational blog) online experiment (N?=?394). Conversational human voice and gain-focused framing significantly influence the social presence of the organization and publics’ positive word-of-mouth intention. Publics’ intention to generate positive word-of-mouth was highest when the organization used conversational human voice with gain-focused message and conveyed the message on its Facebook page.     

De-motivating employees’ negative communication behaviors on anonymous social media: The role of public relations

This study focuses on employees’ negative communication behaviors on anonymous social media and explores the effects of organizational antecedents on reducing their motives. Specifically, the effects of organizations’ symmetrical communication and organization-employee relationship (OER) on individuals’ social media usage motives (e.g., vent negative feelings, warn others) and negative behavioral intentions are examined. Results of an online survey of full-time employees in the United States show that the effects of OER on employees’ negative communication behavior intentions are mediated by their social media motives. Symmetrical communication had a large positive effect on OER, which in turn decreased their motives to share negative contents on anonymous social media. Theoretical and practical implications for public relations and employee behaviors are discussed.     

Race and the beauty premium: Mechanical Turk workers’ evaluations of Twitter accounts

ABSTRACT

Race, gender, and physical attractiveness strongly affect perceptions of trustworthiness and subsequent face-to-face interactions. This study examines how social media users’ perceived gender, race, and physical attractiveness can impact their standing online. We test these broad hypotheses by having Amazon Mechanical Turk (MTurk) workers evaluate a sample of 816 Twitter accounts. Our results show a ‘beauty premium,’ where MTurk workers say they are more likely to follow Twitter accounts with attractive pro?le photos, and attractive photos are positively associated with evaluations of trust. However, very attractive Black male and female Twitter accounts are associated with lower evaluations of trust compared to their White counterparts. These findings suggest that social media users’ social characteristics, perceived from their username or profile image, can replicate offline inequality online.     

Factors impacting donors’ intention to donate to charitable crowd-funding projects in China: a UTAUT-based model

The new and increasingly popular tool of crowd-funding is widely used by non-profit organizations in China to raise money online for their charitable projects. In order to use this tool effectively, it is essential to understand donors’ motivations for supporting charitable projects. This study investigates the impact of performance expectancy (PE), effort expectancy (EE), social influence (SI), facilitating conditions (FC), sense of trust, and experience expectation on donors’ intention to donate to charitable crowd-funding projects, using a research model based on the Unified Theory of Acceptance and Use of Technology model. Empirical data were collected through a survey, and structural equation modeling was used to analyze 316 responses from users of the Tencent charitable crowd-funding platform in China. The results indicate that SI, sense of trust, EE, and PE significantly affect donors’ intention to donate to charitable crowd-funding projects. The impact of FC and experience expectation on donors’ intention is also positive; however, it is not very strong. Finally, this paper presents suggestions for how to increase users’ intention to donate money on charitable crowd-funding platforms.     

Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement

This study aimed to examine the effects of awareness of paid endorsements by social media influencers on followers’ cognitive persuasion knowledge (ad recognition), attitudinal persuasion knowledge (relationships with the influencer), and behavioral intentions, specifically eWOM intention and purchase intention. Employing an online survey (N = 269), this study found that awareness of paid endorsement relates to ad recognition, which is correlated with purchase and eWOM intentions. We also found that awareness of paid endorsement is correlated with influencer-follower relationship, which is associated with purchase and eWOM intentions. However, ad recognition does not affect influencer-follower relationship. Implications for public relations theory, practice, and policy are discussed.     

Membership Benefits Matter

Professional associations have provided various benefits to their members to bolster member retention and recruitment. This study explored factors that could influence members’ behavioral intentions in professional membership associations by surveying 13,229 members from eighteen associations. More specifically, this analysis focused on the effects of members’ perceptions of the personal and professional benefits offered by associations with which they are affiliated and their satisfaction with those benefits. Our results suggested that members’ perceptions of personal and professional benefits positively correlated with their intentions to renew and recommend membership. If a member perceived a higher level of benefits, he or she would demonstrate a greater likelihood of satisfaction with the benefits and therefore be more likely to renew membership or recommend it to others. This study could advance understanding of the factors that influence members’ behavioral intentions while also providing professional associations with strategies for retaining existing members.     

Nonprofit fundraising with virtual reality

An increasingly competitive fundraising environment and the new media ecosystem have prompted nonprofit organizations to strengthen their digital marketing capabilities. Recently, a few nonprofits have used virtual reality (VR) technology in fundraising, which raises questions about its effectiveness. Does VR work, and if so, through what psychological mechanisms? Through a lab experiment, the usefulness of VR as a digital fundraising tool was investigated. Specifically, we compared the media effects of experiencing the same fundraising video on two different devices: (a) a head‐mounted VR and (b) a tablet. The results revealed that donation intention, perceived vividness, perceived interactivity, and social presence were all significantly greater with the VR medium than with the tablet medium. Next, we tested and successfully verified the mediation effect of social presence on donation intention. Finally, we verified that a viewer's sensation‐seeking tendency served as a moderator when the device type influenced donation intention. Specifically, the media effects of VR were stronger for high sensation seekers than for low sensation seekers. This study contributes to theory and research by verifying the VR fundraising effect and identifying the key role of social presence, and it also provides important managerial guidelines for media design in VR fundraising campaigns.     

(Potential) patients like me: testing the effects of user-generated health content on social media

As media technology becomes increasingly participatory, individuals may use social media to share health information and connect with those who have similar health concerns. While prior research has focused on evaluating the feasibility, usability, and effectiveness of traditional health messages, this study investigates the effects of user-generated health content on individuals’ cognitive and emotional responses, as well as their behavioral intentions. An experimental study with a two (story source: personal story vs news story) by two (story ending: happy ending vs sad ending) factorial design was conducted. The results confirmed the positive effects of identification with the narrative character on the experience of being transported, which further led to the behavioral intentions to take countermeasures and viral communication on social media. The sad ending of a narrative was found to elicit emotions that were sufficiently strong to increase perceptions of susceptibility to dengue fever, which, however, failed to result in behavioral intentions.     

Information,Interactivity, and Social Media

The aim of this paper is to provide a conceptual theoretical framework to the term “social” in a social media context. This is done by exploring the relationship between three central terms in a social media environment: information, interactivity, and sociability. We suggest a model that describes the relations between these terms in a social media context. As the model suggests, information is the basic unit of a communication process, but social media users are the ones that decide whether and how much information to share, and when and whether to comment on a social media platform. Hence, not solely the technological features of a platform determine its level of interactivity and sociability, but the actual performances of its users.     

Socially distributing public relations: Twitter,Haiti, and interactivity in social media

Social media and communication technology have shifted the power of communication from public relations practitioners to social media users who may not have a recognized role or defined interest in an organization. What results is a social model of public relations in which traditional public relations responsibilities are distributed to social media users, and which depends on interactivity, legitimacy, and a user's social stake. This study explores social public relations through a qualitative analysis of user involvement on Twitter regarding relief efforts to support Haiti following the 7.0 earthquake that hit Port-Au-Prince in January, 2010. This analysis of Twitter posts also expands understanding of interactivity online and demonstrates social media user fulfillment of public relations objectives.     

Can strategic message framing mitigate the negative effects of skeptical comments against corporate-social-responsibility communication on social networking sites?

This study connected framing theory with corporate social responsibility (CSR) communication literature to examine whether a CSR message that emphasizes customers’ contribution to CSR efforts can enhance CSR communication and mitigate the negative effects of skeptical comments from other users on social networking sites (SNSs). Specifically, this study examined whether a customer-credit-sharing CSR message, compared to a conventional self-promoting message, better mitigated the effects of skeptical comments from other SNSs users on values-driven motives perceived by customers, customers’ positive attitudes, and behavioral intentions. It also explored whether the effects of strategic framing changed when skeptical comments were made online by friends or strangers. A total of 400 customers participated in an online between-subjects experiment. The results showed that the credit-sharing message better protected perceived values-driven motives and positive attitudes toward the company after the customers were exposed to skeptical comments, regardless of who posted the skeptical comments. Customers who read the credit-sharing message also showed stronger intention to defend the company’s CSR efforts and stronger purchase intention when the skeptical comments came from a friend. More theoretical and practical implications are discussed.     

Microblogging reactions to celebrity endorsement: effects of parasocial relationship and source factors

Companies have begun to utilize celebrity microbloggers to promote their brands and products because the microblog has become an influential social media channel in people’s daily lives. This study explores the predictors of followers’ microblogging reactions to celebrity endorsement on microblogs, including the acceptance of posting celebrity endorsements as well as the intentions to retweet and continue following the celebrity microblogger. The results of an online survey (N?=?862) indicated that parasocial relationships (PSR) and celebrity–product congruence were salient antecedents of the followers’ microblogging reactions to celebrity endorsements, while the celebrity microblogger’s attractiveness and credibility had no significant impact on the followers’ reactions to celebrity endorsement. The followers’ acceptance of posting celebrity endorsements on microblogs served as a mediator between the PSR and the followers’ intentions to retweet the endorsement messages and to continue following the celebrity microblogger. A conceptual model is developed to demonstrate the influential process of celebrity endorsements in the microblog context.     

Developing Public Relations 2.0: Practitioners’ perceptions on the implementation of interactive communication strategies

This study employs a qualitative Delphi panel to explore the perceptions of interactive agency executives on the adoption of online interactivity within the communication practices of companies of all trades in one of the biggest European media markets (Spain). The results highlight the serious challenges these practices pose to organizations and identify internal and external factors that affect the decision-making process. The study argues that actors’ definitions of interactivity are crucial in shaping Public Relations 2.0.     

The impacts of the Turkish government’s conspiratorial framing of the Gezi Park protests

What happens when a prime minister frames a momentous protest as a foreign conspiracy? The Turkish government’s reaction to the Gezi Park protests, a reaction centred on a conspiracy theory about an ‘interest rate lobby,’ provides a unique case to explore the impacts of conspiracy theories about big-scale protests. Relying on quantitative and qualitative content analysis of online users’ responses to the government’s conspiracy theories, I discuss the socio-political significance of this conspiratorial rhetoric. The findings demonstrate that (1) the previous political views of online users predict their responses to conspiracy theories, and (2) the users’ comments were centred on their perceptions of the government. These show that people tend to interpret the conspiracy theories in line with their political values and interests, and, accordingly, that the government’s conspiratorial frames concerning the protests seem to have contributed to the political fragmentation by enhancing the division between the Justice and Progress Party (AKP) supporters and opponents.     

The value of internal communication in enhancing employees’ health information disclosure intentions in the workplace

This study explores organizations’ communication practice as the antecedent of employees’ health-related perceptions and intentions to disclose their health information in the workplace. In particular, this study tests the impact of transparent internal communication and the quality of employee-organization relationship (EOR) on employees’ perceived risks and benefits of information disclosure for their health information. The results of an online survey with full-time employees in the United States showed that a positive EOR influenced by transparent communication increased the employees’ perceived benefits and decreased the employees’ perceived risks for disclosing their health information to their supervisor. Perceived risks and benefits were both significantly associated with employees’ intentions to disclose their physical health problems, while perceived benefits were significantly related to their intentions to disclose mental health problems. Theoretical and practical implications for public relations and health communication were discussed in this study.     

So sorry,now please watch: Identifying image repair strategies,sincerity and forgiveness in YouTubers’ apology videos

Many professional and amateur YouTubers are apologizing for their past and current behaviors, which led to the creation of a new media genre called the YouTube apology video. Despite the overflow of these videos, their impact is still questionable to understand the magnitude of this online apology. Thus, applying image repair theory (IRT), this two-part exploratory study examined the message construction, strategies, sincerity and forgiveness of YouTubers’ apology videos. Study 1 was a content analysis of YouTube apology videos (N = 117), and the findings indicated that YouTubers carefully curated their natural appearance and overemphasized the phrase “I’m sorry” to direct their viewers, emphasizing on the mortification strategy. Study 2 utilized Logan Paul’s infamous apology video to conduct an online survey (N = 194), which identified the relationship between perceived sincerity and forgiveness. Our findings suggest that prior connections with the YouTuber increased viewers’ chance of forgiveness, and perceived sincerity was the predictor of forgiveness. Implications of the findings are discussed in terms of future guidelines for crisis communication.     

Relationship between organizational socialization and attitudes and behaviours in volunteers: the importance of organizational justice / Relación entre la socialización organizacional y las actitudes y conductas en el voluntariado: la importancia de la justicia organizacional

This study explores the influences of organizational socialization on the intention to stay and innovative behaviours using a two-time design with a sample (N = 308) of volunteers who provide advice and guidance. Furthermore, it analyses the mediating role of perceptions of organizational justice on the relationships between socialization and results. Our findings support the proposed hypotheses; that is, they showed that the higher the organizational socialization, the higher the intention to stay and the more innovative behaviour shown by the volunteers, and that both effects are mediated by the perceived organizational justice. The practical implications are discussed.     

Anti-muslim sentiment on social media in China and Chinese Muslims’ reactions to hatred and misunderstanding

This study documents the extensive online anti-Muslim sentiment in China as well as the use of social media by Chinese Muslims from various backgrounds to engage with the online public sphere and respond to this hostile discourse. We analyzed more than 10,000 social media posts on Weibo relating to Muslims and Islam and conducted in-depth interviews with 34 Chinese Muslims who were active users of social media. Our findings reveal an anti-Muslim online frame, and we detail the ways in which Chinese Muslims have sought to influence public policy in order to protect their rights. The participants in this study responded to hateful posts and worked to increase the understanding of their religion and culture by providing glimpses of their daily lives and by discussing Islam. Nevertheless, owing to government censorship and to the prevailing Han-centric discourse, Chinese Muslims continue to face numerous risks and challenges, particularly in coping with the ideological conflict between their religion and the atheistic ruling party.     

Responding to a Health Crisis on Facebook: The Effects of Response Timing and Message Appeal

This study examined the effects of timing and message appeal of a crisis response on organizational perceptions and behavioral intentions on social media. Using a health crisis scenario, a 3 (one hour vs. one day vs. one week after the crisis) × 2 (emotional vs. rational appeal) between-subjects experiment (N = 502) found that a crisis response posted one day after the crisis on Facebook elicited greater trust towards the hospital in crisis compared to a response posted in one week. The one-hour response and one-day response did not show differential effects on trust towards the hospital. The effect of timing was mediated by perceived credibility of the crisis response. In addition, the emotional appeal triggered greater trust, perception of reputation, and intention to “like” the post; whereas the rational appeal elicited greater intention to share and comment on the post. The study provides both theoretical and practical implications.     

How Does Web Site Interactivity Affect Our Perceptions of an Organization?

This study investigates the effects of different levels of Web site interactivity on individuals' perceptions of an organization's reputation. The underlying theoretical mechanism for this relationship was explored by statistically investigating the mediating role of 3 variables—perceived customization, involvement, and liking—using bootstrapping analysis. Results indicate that the level of Web site interactivity positively influenced participants' perceptions of the organization's reputation, with liking and involvement fully mediating this relationship. These findings demonstrate the theoretical complexity of interactivity—it can at once attract users peripherally with likeable aesthetics and engage them centrally with features that involve them. Theoretical and practical implications are discussed.