Factors affecting social presence and word-of-mouth in corporate social responsibility communication: Tone of voice, message framing, and online medium type
PUBLIC-RELATIONS
; ATTRIBUTE INFORMATION
; CONVERSATIONAL VOICE
; CRISIS COMMUNICATION
; COMPANY REPUTATION
; MODERATING ROLES
; HEALTHY BEHAVIOR
; FRAMED MESSAGES
; CLIMATE-CHANGE
; E-WOM
WOS学科分类:
Business
; Communication
WOS研究方向:
Business & Economics
; Communication
英文摘要:
To understand how tone of voice, message framing, and type of online media affect public perceptions and reactions to an organization in the context of corporate social responsibility (CSR) communication, this study conducted a 2 (tone of voice: human voice vs. organizational voice) x 2 (message framing: gain-focused vs. loss-focused) x 2 (online media: Facebook vs. organizational blog) online experiment (N = 394). Conversational human voice and gain-focused framing significantly influence the social presence of the organization and publics' positive word-of-mouth intention. Publics' intention to generate positive word-of-mouth was highest when the organization used conversational human voice with gain-focused message and conveyed the message on its Facebook page.
1.Univ Alabama, Coll Commun & Informat Sci, Tuscaloosa, AL 35487 USA 2.Univ Alabama, Dept Advertising & Publ Relat, Tuscaloosa, AL 35487 USA
Recommended Citation:
Oh, Jeyoung,Ki, Eyun-Jung. Factors affecting social presence and word-of-mouth in corporate social responsibility communication: Tone of voice, message framing, and online medium type[J]. PUBLIC RELATIONS REVIEW,2019-01-01,45(2):319-331