Timeliness,responsiveness and the human voice: The effects of dialogic strategies and the mediating role of perceived communication ethicality on social media relationship building |
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| Institution: | 1. Department of Advertising, College of Communication, National Chengchi University, Taiwan;2. Department of Advertising, Public Relations and Media Design, College of Media, Communication, and Information, University of Colorado at Boulder, USA;1. College of Communication & Information Sciences, The University of Alabama, Box 870172, 297A Reese Phifer Hall, Tuscaloosa, AL 35487, USA;2. Communication Department, 501 College Ave., Wheaton, IL 60187;1. Institute of Nano-Science and Technology, College of Physical Science and Technology, Central China Normal University, Wuhan 430079, China;2. College of Electronic and Communication Engineering, Shenzhen Polytechnic, Shenzhen 518055, China;1. School of Communication, Hong Kong Baptist University, Hong Kong Special Administrative Region;2. Department of Communications and New Media, Faculty of Arts and Social Sciences, National University of Singapore, Singapore;3. School of Communication, Hong Kong Baptist University, Hong Kong Special Administrative Region;4. Lee Kong Chian School of Business, Singapore Management University, Singapore;1. College of Arts and Sciences, University of Dayton, OH, United States;2. College of Communication and Information Sciences, University of Alabama, AL, United States |
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| 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. |
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| Keywords: | Public relations Ethics Dialogic theory Social media Communication strategies Timeliness Responsiveness Human voice Organization-public relationships |
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