دانلود رایگان مقاله لاتین مشارکت مدیران اجرایی از سایت الزویر
عنوان فارسی مقاله:
مشارکت عمومی با مدیران اجرایی در رسانه های اجتماعی: انگیزه ها و پیامدهای ارتباطی
عنوان انگلیسی مقاله:
Public engagement with CEOs on social media: Motivations and relational outcomes
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Literature review
2.1. Social media and public engagement With the growth of the relationship management field in public relations, public engagement has been proposed as a new paradigm as organizations endeavor to integrate, interact, and collaborate with their stakeholders (Taylor & Kent, 2014). Defined as “the interaction between an organization and those individuals and groups that are impacted by, or influence, the organization” (Bruce & Shelley, 2010, p. 30), scholars have studied public engagement in various settings and from different perspectives. For instance, Kang conceptualized public engagement as a “behavioral motivator” (2014, p. 399) leading to supportive behaviors toward an organization. Jaaskon (2010) analyzed stakeholder engagement in the process of formulating organizational values statements and proposed three levels of engagement—information, consultation, and partnership. Cho, Schweickart, and Haase (2014) similarly assessed three different levels of public engagement—liking, sharing, and commenting—with nonprofit organizations’ messages on Facebook. Recognizing the potential of social media for relationship management, recent studies have focused on public engagement with organizations on social media platforms. Kang (2014) argued that the success of organizations in today’s new media landscape heavily relies on effective public engagement strategies for meaningful partnerships. Research shows that the organizational message strategies of two-way symmetrical communication tend to induce high levels of public engagement, compared to two-way asymmetrical strategies (Cho et al., 2014). Comparing public engagement of social media campaign across Facebook, Twitter, and blogs, Paek, Hove, Jung, and Cole (2013) reported that individuals’ use of each social media platform is significantly related to their engagement with the campaign, which in turn mediates the relationship between their social media use and their offline communication behavior. In addition, antecedents of public engagement with organizations on corporate SNS pages, including social media dependency, parasocial interaction, and community identification, have been identified (Tsai & Men, 2013). The outcomes of such engagementincluding organizationaltransparency, OPR, public advocacy, and loyalty have also been verified (Kang, 2014; Men & Tsai, 2014). This study adapts Men and Tsai’s (2013) conceptualization of public engagementto explore public engagement with CEOs’ personal SNS pages. Based on Muntinga, Moorman, and Smith’s (2011) typology of consumers’ brand-related activities on online media, Men and Tsai(2013) define public engagement as a hierarchical behavioral construct with varied activity levels, from passive message consumption (e.g., viewing social media posts)to active content contributing which includes two-way conversation and online recommendations (e.g., commenting and replying to others’ SNS posts, sharing and contributing user-generated content such as product reviews) (Men & Tsai, 2013; Tsai & Men, 2013).
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کلمات کلیدی:
Weber Shandwick Study Finds CEOs Embrace Social Media, But ... https://www.webershandwick.com/.../weber-shandwick-study-finds-ceos-embrace-soci... Mar 16, 2017 - Weber Shandwick Study Finds CEOs Embrace Social Media, But ... Engagement levels are also low, with 22 percent of public company CEOs ... CEO Engagement on Facebook (and Other Social Media Networks ... glean.info/ceo-engagement-on-facebook-and-other-social-media-networks/ Jul 29, 2016 - Social media experts now urge CEOs to join the crowd and maintain an ... goals and improve communications with customers and the public. How CEOs Can Engage Through Social Media -- A Conversation With ... https://www.forbes.com/.../how-ceos-can-engage-through-social-media-a-conversatio... Aug 14, 2013 - Andy Polansky sharing CEO social media insights with Robert Reiss Social ... public relations firm Weber Shandwick, about CEOs using social media ... and, with that, engagement on a substantive level that is unprecedented. How CEOs Will Use Social Media in the Future - Mashable mashable.com/2010/08/30/ceo-social-media-future/ Aug 30, 2010 - In fact, younger CEOs with a predilection and savvy for social media may find ... One opportunity lies in public engagement, or as Edelman CEO ...
