Corporate communication via Facebook: how the use of dialogic principles influences perceptions of corporate credibility
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Through a 2x2x2 mixed factorial experiment (N = 390), the presence or absence of links to corporate information, response options and recent updates were varied to determine how each individually and jointly affect perceptions of corporate credibility. An investigation of how the use of dialogic principles influences corporate credibility revealed that, in the online setting employed, goodwill was the only robust component of the credibility construct to emerge despite predictions that expertise and trustworthiness would factor as well. Ultimately, the study found that the presence of responses is positively related to goodwill and that social media should focus on open and active conversations and less on information distribution.
Social media, facebook, corporate online communication, dialogic principles, dialogic theory
Короткий адрес: https://sciup.org/148317691
IDR: 148317691
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