دانلود رایگان مقاله لاتین نظریه نوآوری رسانه اجتماعی شرکت از سایت الزویر
عنوان فارسی مقاله:
زمینه، چارچوب، زمینه: نظریه نوآوری و نگرش نسبت به شرکت ها در رسانه های اجتماعی
عنوان انگلیسی مقاله:
Context, context, context: Priming theory and attitudes towards corporations in social media
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Theoretical
framework Social media is drastically transforming the balance of power in the realm of public relations. Prior to these new media, the power was primarily in the hands of the organization that held the brand and the few news media outlets accessible to any given consumer. Today, however, public relations professionals find themselves in a place where individuals have found new influence, in a sense that “the ‘nobodies’ of the past are now the new ‘somebodies”’ (Booth & Matic, 2011). Now that the consumer has a louder, direct voice, public relations professionals feel like the control of their brand is out of their hands more than ever. The corporation is no longer an elevated entity, rather, the postings of a company receive the same emphasis in a user’s social media feed as postings from their friends and family. With the exception of advertising in social media, the distinction between the “institutional and personal arenas” is incredibly low (Aula & Laaksonen, 2010). Even in the early days of the web, researchers found that an organization’s online behavior and audience perceptions of that behavior was “far more important than overt philanthropy, donations to charities, flashy websites or even annual CSR reports printed on recycled paper” (Jones, Temperley, & Lima, 2009). Barnes (2008) further confirmed this idea with research that found that 74% of consumers made purchase decisions based at least in part on the experiences of others that were shared online. This requires a shift in public relations from a monologic model to a dialogic model—we’re more responsible than ever for conversation management, not just sending out news releases and talking to shareholders (Lewis, 2001). With an estimated 70–80% of American online adults engaging with social media on at least a monthly basis (Duggan & Smith, 2013), social media isn’t going anywhere any time soon, but presents great risk to the attitudes individuals hold towards our organizations. Thus, we must consider how the context of social media is affecting the attitudes of our publics towards our organization. In the field of marketing, attitudes towards advertisements or brands are referred to as Aad or Abr, respectively. These are two of the most vital measurements for a marketer. As seen in Hallahan (1999), these measurements can be co-opted somewhat for research in public relations, with Aad being revised as a construct of Am, or attitude towards the message. The increased contextualization of social media (Marwick & boyd, 2010) over other computer-mediated communication, such as email (Sproull & Kiesler, 1986) can create risk, as already mentioned, but it can also create potential benefits. Social media is creating more connections than ever between the internet and the physical world (Qi, Aggarwal, Tian, Ji, & Huang, 2012; Kennedy, Naaman, Ahern, Nair, & Rattenbury, 2007). If we can better grasp how the context of social media affects message reception and thus attitudes towards organizations, we should be able to mediate the potential risk and actually use social media to increase positive attitudes. One of the primary theories used to study the effects of media context is priming (Scheufele & Tewksbury, 2007). Priming holds that the human brain likes to take shortcuts, in essence. If it can use a recently employed structure to interpret a new piece of information, it will do so (Valenzuela, 2009). This effect has been shown to be especially strong when the recently employed structure came from a respected figure, such as government official or news reporter (Veenstra, Vraga, Edgerly, & Kim, 2010). Most important, however, is the fact that this priming effect often takes place completely unconsciously. Many times people are completely unaware that they are interpreting information differently as a result of this priming (Herr, 1989).
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کلمات کلیدی:
Contextual Priming and Attitude Change Processes - bibsys brage https://brage.bibsys.no/xmlui/bitstream/handle/11250/164412/Samuelsen_2004.pdf?... by BM Samuelsen - 2004 - Related articles concept of priming and the theory and methods from research on attitude change. The basic ... Sandvik directed my interests toward an academic career. [PDF]Priming National Identity and its Impact On Attitudes Towards ... www.environicsinstitute.org/.../charles%20breton%20-%20priming%20national%20id... by C Breton - Related articles to have restrictive attitudes towards immigrants (e.g. Sniderman et al. ... national identity, social identity theory and from previous research on the Canadian case. [PDF]Attitudes toward Animals: The Effect of Priming Thoughts of Human ... www.animalsandsociety.org/wp-content/uploads/.../Attitudes_toward_Animals.pdf by R Beatsona - 2009 - Cited by 26 - Related articles Human attitudes toward nonhuman animals are complex and quite contradictory. .... theory proposes that the cultural worldview functions to delineate the condi-. [PDF]Effect of Gender Priming on Attitudes towards Substance Use commons.pacificu.edu/cgi/viewcontent.cgi?article=1030&context=cassoc by K Sampson - 2014 - Related articles One theory on why women live longer is due to their health behaviors. Women tend ... The Effect of Priming Gender on Attitudes towards Substance Use.
