Functional and emotional traits of corporate social media message strategies: Behavioral insights from S&P 500 Facebook data
| Autor: | Yi Grace Ji, Weiting Tao, Zifei Fay Chen, Zongchao Cathy Li |
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| Rok vydání: | 2019 |
| Předmět: |
Marketing
Organizational Behavior and Human Resource Management Communication Functional features 05 social sciences Sentiment analysis 050801 communication & media studies 0508 media and communications Interactivity 0502 economics and business Social media Public engagement Valence (psychology) Psychology Practical implications Social psychology 050203 business & management Elaboration likelihood model |
| Zdroj: | Public Relations Review. 45:88-103 |
| ISSN: | 0363-8111 |
| DOI: | 10.1016/j.pubrev.2018.12.001 |
| Popis: | Drawing from literature regarding public engagement, the Elaboration Likelihood Model (ELM), computer-mediated communication research, and emotion psychology, this study examines the effects of companies’ social media communication strategies on public engagement behaviors as indexed by post likes, shares, and comments. Specifically, it investigates how corporate Facebook posts’ functional traits (functional interactivity and vividness) and emotional traits (emotion presence, valence, and strength) impact public engagement online. Through data mining and computer-assisted sentiment analysis of 33,379 posts from 106 Standard & Poor 500 companies’ Facebook accounts, this study finds a negative effect of functional interactivity but a positive effect of vividness on engagement. It also shows that emotional traits overall yield stronger public engagement outcomes. Two-way interactions between emotional and functional features are also detected. Theoretical and practical implications are discussed. |
| Databáze: | OpenAIRE |
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