The Effect of Interactivity and Conversational Tone on Organizations' Personification and Perceived Relationship Investment

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Material Information

Title:
The Effect of Interactivity and Conversational Tone on Organizations' Personification and Perceived Relationship Investment
Physical Description:
1 online resource (157 p.)
Language:
english
Creator:
Sung, Kang Hoon
Publisher:
University of Florida
Place of Publication:
Gainesville, Fla.
Publication Date:

Thesis/Dissertation Information

Degree:
Doctorate ( Ph.D.)
Degree Grantor:
University of Florida
Degree Disciplines:
Mass Communication, Journalism and Communications
Committee Chair:
FERGUSON,MARY A
Committee Co-Chair:
LEE,MOON J
Committee Members:
KIM,SORA
JANISZEWSKI,CHRISTOPHER ALLEN

Subjects

Subjects / Keywords:
interactivity -- personification
Journalism and Communications -- Dissertations, Academic -- UF
Genre:
Mass Communication thesis, Ph.D.
bibliography   ( marcgt )
theses   ( marcgt )
government publication (state, provincial, terriorial, dependent)   ( marcgt )
born-digital   ( sobekcm )
Electronic Thesis or Dissertation

Notes

Abstract:
New media platforms, including social networking sites, are becoming important tools for organizations to connect with their publics on a more personal level (Wright & Hinson, 2009). However, not much research has examined the impact of organizations’ communication tactics on these new platforms. To fill this gap in the research, the current study conducted two experiments to understand the impact of communication tactics on social networking sites by examining the relationships among communication tactics (e.g., interactivity, conversational tone), an organization’s personification, its personality trait associations, and perceived relationship investment. The main purpose of study 1 was to investigate possible links to why these communication tactics with an interpersonal approach lead to positive evaluations of the organization. The study assumed that communication tactics with an interpersonal approach enhance the organization’s personification, leading to higher personality trait associations with the organization. Study 2 assumed that the impact of interpersonal communication tactics on organization evaluation might differ based on the organizations’ prior CSR associations. Consistent with past studies’ findings, interpersonal approach of communication (i.e., increased interactivity, conversational tone) led to an increased PRI, eventually leading to an increased relationship quality. More importantly, the results revealed that interactivity and conversational tone enhance the organization’s personification as well as its personality trait associations. Among the examined five personality dimensions, the sincerity dimension mediated the influence of personification on perceived relationship investment, suggesting that sincerity might be an important dimension for organization-public relationship building. In addition, the study identified relevant factors that may influence the sincerity dimension. By revealing the relationships among prior CSR associations, expectancy violation valence, suspicion, and PRI, the study provided additional insights into factors that are important for organization-public relationship building.
General Note:
In the series University of Florida Digital Collections.
General Note:
Includes vita.
Bibliography:
Includes bibliographical references.
Source of Description:
Description based on online resource; title from PDF title page.
Source of Description:
This bibliographic record is available under the Creative Commons CC0 public domain dedication. The University of Florida Libraries, as creator of this bibliographic record, has waived all rights to it worldwide under copyright law, including all related and neighboring rights, to the extent allowed by law.
Statement of Responsibility:
by Kang Hoon Sung.
Thesis:
Thesis (Ph.D.)--University of Florida, 2013.
Local:
Adviser: FERGUSON,MARY A.
Local:
Co-adviser: LEE,MOON J.
Electronic Access:
RESTRICTED TO UF STUDENTS, STAFF, FACULTY, AND ON-CAMPUS USE UNTIL 2015-12-31

Record Information

Source Institution:
UFRGP
Rights Management:
Applicable rights reserved.
Classification:
lcc - LD1780 2013
System ID:
UFE0046070:00001