Journal article
Testing the Impact of Message Interactivity on Relationship Management and Organizational Reputation
Journal of public relations research, v 25(2), 188
01 Apr 2013
Featured in Collection : UN Sustainable Development Goals @ Drexel
Abstract
Assessing Web site interactivity from the contingent message interactivity perspective, this study investigated whether message interactivity of organizational Web sites and blog sites influence perceptions of relationship management and reputation. Guided by interactivity, relationship management, and organizational reputation theories, this study found that regardless of familiarity of the company, people evaluated organizations that responded back to their comments as more trustworthy and committed, and as having better control of mutuality and communal relationships, and higher satisfaction, compared to organizations that did not respond back. Additionally, high contingent message interactivity projected higher organizational reputation compared to low contingent message interactivity, regardless of familiarity.
Metrics
Details
- Title
- Testing the Impact of Message Interactivity on Relationship Management and Organizational Reputation
- Creators
- Hyunmin Lee - Saint Louis UniversityHyojung Park - Louisiana State University
- Publication Details
- Journal of public relations research, v 25(2), 188
- Publisher
- Taylor & Francis
- Number of pages
- 19
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Communication
- Web of Science ID
- WOS:000316717500005
- Scopus ID
- 2-s2.0-84875828608
- Other Identifier
- 991021862771404721
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- Collaboration types
- Domestic collaboration
- Web of Science research areas
- Communication