Perceptual, Attitudinal, and Behavioral Outcomes of Organization–Public Engagement on Corporate Social Networking Sites
Perceptual, Attitudinal, and Behavioral Outcomes of Organization–Public Engagement on Corporate Social Networking Sites
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DOI：
10.1080/1062726x.2014.951047
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发表时间：
2014-10
影响因子：
3.4
通讯作者：
L. Men;W. Tsai
中科院分区：
文献类型：
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作者：
L. Men;W. Tsai
本研究提出并测试了一个概念模型，不仅测量公众参与的社交网站上的企业页面，但也评估了这种参与的重要的感知，关系和行为结果的影响。研究结果提供了实证证据的积极影响，公众参与感知企业的真实性，组织的透明度，组织与公众的关系，和公共宣传。调查结果强调了通过社交媒体提高企业透明度和真实性的重要性，从而培养强大的关系。此外，组织与公众的关系成为推动公众参与对倡导行为影响的决定性因素。
This study proposes and tests a conceptual model that not only measures public engagement with corporate pages on social networking sites, but also evaluates the influence of such engagement on important perceptual, relational, and behavioral outcomes. Study results provide empirical evidence of the positive effects of public engagement on perceived corporate authenticity, organizational transparency, organization–public relationships, and public advocacy. Findings underscore the importance of public engagement via social media on enhancing perceived corporate transparency and authenticity, and thereby cultivating strong relationships. Additionally, organization–public relationships emerged as a deciding factor driving the effects of public engagement on advocacy behaviors.