دانلود رایگان مقاله مشارکت عمومی با مدیران اجرایی در رسانه های اجتماعی: انگیزه ها و پیامدهای ارتباطی

abstract

This study provides one of the earliest empirical analyses to explore how and why publics engage with corporate CEOs on social media and why such engagement matters. It tested a conceptual model linking CEO-public engagement to the interpersonal communicative variables of perceived authenticity and approachability as well as organization-public relational outcomes. Through a web survey of 332 social media users, results showed that publics are primarily motivated by reasons of thought leadership and task attraction when they engage with CEOs on SNSs. CEO-public engagement showed significant positive effects on perceived CEO authenticity and approachability, which in turn, positively influenced public trust and satisfaction. Public engagement with CEOs on social media also directly influenced the quality of organization-public relationships.

5. Discussion and conclusion

To serve as a stepping stone to advance the theoretical knowledge of CEO-public engagement on social media, this study provides one of the earliest empirical analyses to explore how and why publics engaged with corporate executives on SNSs. It tested the conceptual model linking CEO-public engagement to important interpersonal communicative variables of perceived authenticity and approachability as well as relational outcomes of trust and satisfaction. Based on the findings, important implications for public relations scholars, professionals, and corporate leaders are discussed.