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Factors affecting social presence and word-of-mouth in corporate social responsibility communication: Tone of voice,message framing,and online medium type
Authors:Jeyoung Oh  Eyun-Jung Ki
Institution:1. College of Communication and Information Sciences, The University of Alabama, United States;2. Department of Advertising and Public Relations, The University of Alabama, United States
Abstract: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.
Keywords:Corporate social responsibility communication  Social presence  Word-of-mouth intention  Conversational human voice  Message framing  Social media
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