Journal article
Show Us You Are Real: The Effect of Human-Versus-Organizational Presence on Online Relationship Building Through Social Networking Sites
Cyberpsychology, behavior and social networking, v 16(4)
01 Apr 2013
PMID: 23363228
Featured in Collection : UN Sustainable Development Goals @ Drexel
Abstract
This study examined how creating a human presence in organizational online communication affects organization-public relationships and publics' favorable behavioral intentions to engage in word-of-mouth (WOM) and dialogic communications. Four hypotheses were tested in the context of Twitter through a 2 x 2 (presence: human vs. organizational x organization type: nonprofit vs. for-profit) within-subjects design. The results revealed that conversational human voice was perceived to be higher for Twitter pages of organizations with a human presence than for those with an organizational presence. Providing a human presence on social media through the use of social media managers' avatars and names appeared to promote favorable organization-public relationships and positive WOM communication. However, dialogic communication intentions did not significantly differ between organizations incorporating a human presence versus an organizational presence into their Twitter pages. The proposed dynamic role of human presence versus organizational presence adds a new perspective as to how organizations can take better advantage of interpersonal aspects of social media.
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Details
- Title
- Show Us You Are Real: The Effect of Human-Versus-Organizational Presence on Online Relationship Building Through Social Networking Sites
- Creators
- Hyojung Park - Louisiana State UniversityHyunmin Lee - Saint Louis University
- Publication Details
- Cyberpsychology, behavior and social networking, v 16(4)
- Publisher
- Mary Ann Liebert, Inc
- Number of pages
- 7
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Communication
- Web of Science ID
- WOS:000317473300006
- Scopus ID
- 2-s2.0-84876101831
- Other Identifier
- 991021862787804721
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InCites Highlights
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- Collaboration types
- Domestic collaboration
- Web of Science research areas
- Psychology, Social