Bulletin of BSU. Language. Literature. Culture
Bibliographic description:
CORPORATE COMMUNICATION VIA FACEBOOK: HOW THE USE OF DIALOGIC PRINCIPLES INFLUENCES PERCEPTIONS OF CORPORATE CREDIBILITY // Bulletin of BSU. Language. Literature. Culture. - 2018. №4. . - С. 29-35.
Title:
CORPORATE COMMUNICATION VIA FACEBOOK: HOW THE USE OF DIALOGIC PRINCIPLES INFLUENCES PERCEPTIONS OF CORPORATE CREDIBILITY
Financing:
Codes:
UDK: 811. 161.1: 004.7
Annotation:
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 on- line 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.
Keywords:
social media; Facebook; corporate online communication; dialogic principles; dialogic theory.
List of references:
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Kent, M. L. & Taylor, M. (1998). Building dialogic relationships through the world wide web. Public Relations Review 24(3), 321-334.
Kent, M. L., & Taylor, M. (2002). Toward a dialogic theory of public relations. Public Relations Review, 28(1), 21-37.
Kozinets R.V. (2002) The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities. Journal of Marketing Research: February 2002, Vol. 39, No. 1, pp. 61-72.
McWilliam, G. (2000). Building stronger brands through online communities. MITS Loan Management Review, 41(3), 43–54. Google Scholar
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Sweetser, K. D., & Metzgar, E. (2007). Communicating during crisis: Use of blogs as a relationship management tool. Public Relations Review 33(3), 340-342.
Sweetser, K. D., & Lariscy, R. W. (2008). Candidates make good friends: an analysis of candidates’ uses of Facebook. International Journal of Strategic Communication, 2, 175-198.
Taylor, M., Kent, M. (2010). Anticipatory socialization in the use of social media in public relations: a content analysis of PRSA's Public Relations Tactics. Public Relations Review 36(3), 207-214.
Teven, J. (2001). The relationship among teacher characteristics and perceived caring. Communication Education 50(2), 159-169.
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Volmar, P. (2010). How to use social media to forge corporate identity. Public Relations Tactics, 17(6), 20–20.
Waters, Burnett, Lamm, & Lucas (2009). Measuring blog engagement: testing a four- dimensional scale. Public Relations Review, 35, 323-324.
Waters, R.D. (2010). Media Catching and the Journalist–Public Relations Practitioner Relationship: How Social Media are Changing the Practice of Media Relations, Journal of Public Relations Research, 22(3), 241–264.
Boyd, D., & Ellison, N. (2008). Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 13, 210-230.
Brown, V., & Vaughn, E. (2011). The writing on the (Facebook) wall: The use of social networking sites in hiring decisions. Journal of Business and Psychology, 10, 11–21.
Bruns, and Jean Burgess. (2011). “The Use of Twitter Hashtags in the Formation of Ad Hoc Publics.” Paper presented at the European Consortium for Political Research conference, Reykjavik, 25-27 Aug. 2011. http://eprints.qut.edu.au/46515/
Davison, H. K., Maraist, C. C., & Bing, M. N. (2011). Friend or foe? The promise and pitfalls of using social networking sites for HR activities. Journal of Business and Psychology, 26, 153–159. http://dx.doi.org/ 10.1007/s10869-011-9215-8
Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Face- book “friends”: Social capital and college students’ use of online social network sties. Journal of Computer Mediated Communication, 12, article 1.
Eyrich, N., Padman, M.L., &Sweetser, K.D. (2008). PR practitioners’ use of social media tools and communication technology. Public Relations Review 34, 412-414.
Grunig, J. E., & Huang, Y. (2000). From organization effectiveness to relationship indicators: Antecedents of relationships, public relations strategies, and relationship outcomes. In J. A. Ledingham & S. D. Bruning (Eds.), Public Relations as Relationship Management: A Relational Approach to the Study and Practice of Public Relations (pp. 23–53). Hillsdale, NJ: Lawrence Erlbaum Associates, Inc.
Huang, Y. H. (2004). PRSA: Scale development for exploring the cross-cultural impetus of public relations strategies. Journalism and Mass Communication Quarterly, 81(2), 307-326.
Jahansoozi, J. (2007). Organization-public relationships: An exploration of the Sundre petroleum operations Group. Public Relations Review, 33, 398-406.
Kaplan, A.M. & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53, 59–68.
Kazoleas, D. & Teven, J. (2009). Public relations and organizational credibility: Refining the definition, measurement, and assessment of organization trust. Human Communication 12(1), 19-32.
Kent, M. L. & Taylor, M. (1998). Building dialogic relationships through the world wide web. Public Relations Review 24(3), 321-334.
Kent, M. L., & Taylor, M. (2002). Toward a dialogic theory of public relations. Public Relations Review, 28(1), 21-37.
Kozinets R.V. (2002) The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities. Journal of Marketing Research: February 2002, Vol. 39, No. 1, pp. 61-72.
McWilliam, G. (2000). Building stronger brands through online communities. MITS Loan Management Review, 41(3), 43–54. Google Scholar
Muniz, A.M., O’Guinn, Jr. T.C. (2001). Brand community. Journal of Consumer Research, Volume 27, Issue 4, 1 March 2001, p. 412–432.
Neff, B.D. (2008). Comparison of outcome variables for public relations majors: An integrated communication perspective. Business Research Yearbook, 15, 62-67.
Newell, S., & Goldsmith, R. (2001). The development of a scale to measure perceived corporate credibility. Journal of Business Research 52(3), 235-247.
Rawlins, B. (2009). Give the emperor a mirror: toward developing a stakeholder measurement of organizational transparency. Journal of Public Relations Research 21(1), 71-99.
Rybalko, S. & Seltzer, T. (2010). Dialogic communication in 140 characters or less: how Fortune 500 companies engage stakeholders using twitter. Public Relations Review, 36, 336- 341.
Sweetser, K. D., & Metzgar, E. (2007). Communicating during crisis: Use of blogs as a relationship management tool. Public Relations Review 33(3), 340-342.
Sweetser, K. D., & Lariscy, R. W. (2008). Candidates make good friends: an analysis of candidates’ uses of Facebook. International Journal of Strategic Communication, 2, 175-198.
Taylor, M., Kent, M. (2010). Anticipatory socialization in the use of social media in public relations: a content analysis of PRSA's Public Relations Tactics. Public Relations Review 36(3), 207-214.
Teven, J. (2001). The relationship among teacher characteristics and perceived caring. Communication Education 50(2), 159-169.
Tinker, T.L., Dumlao, M., McLaughlin, G. Effective Social Media Strategies During Times of Crisis: Learning from the CDC, HHS, FEMA, the American Red Cross and NPR. Public Relations Strategist, summer, 2009.
Volmar, P. (2010). How to use social media to forge corporate identity. Public Relations Tactics, 17(6), 20–20.
Waters, Burnett, Lamm, & Lucas (2009). Measuring blog engagement: testing a four- dimensional scale. Public Relations Review, 35, 323-324.
Waters, R.D. (2010). Media Catching and the Journalist–Public Relations Practitioner Relationship: How Social Media are Changing the Practice of Media Relations, Journal of Public Relations Research, 22(3), 241–264.
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