What makes people willing to comment on social media posts? The roles of interactivity and perceived contingency in online corporate social responsibility communication.
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| Title: | What makes people willing to comment on social media posts? The roles of interactivity and perceived contingency in online corporate social responsibility communication. |
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| Authors: | Lew, Zijian1,2 (AUTHOR) zlew@ucsb.edu, Stohl, Cynthia1 (AUTHOR) |
| Source: | Communication Monographs. Mar2023, Vol. 90 Issue 1, p1-24. 24p. 2 Diagrams. |
| Subject Terms: | *Social media, Social media & society, Interactive model (Communication), Social responsibility of business, Corporate communications, Contingency (Philosophy), Consumer attitudes, Consumer behavior |
| Abstract: | Interactivity is an important concept in the study of online social processes. Two experiments tested how interactivity influenced people's willingness to comment on social media and their perceptions of a company's corporate social responsibility (CSR) efforts. Across two operationalizations of interactivity (presence/absence of replies, high/low degree of reference to earlier messages), interactivity led to greater perceived contingency, which led to greater willingness to comment and more positive CSR perceptions. Results advance the interactivity effects model by demonstrating that (a) perceived contingency plays a crucial role in interactivity effects, (b) language intensity moderates the relationship between perceived contingency and willingness to comment, and (c) perceived contingency is fostered only by companies' interactive messages and not consumers' interactive messages. [ABSTRACT FROM AUTHOR] |
| Copyright of Communication Monographs is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Education Research Complete |
| FullText | Text: Availability: 0 |
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| Header | DbId: ehh DbLabel: Education Research Complete An: 162056066 AccessLevel: 6 PubType: Academic Journal PubTypeId: academicJournal PreciseRelevancyScore: 0 |
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| Items | – Name: Title Label: Title Group: Ti Data: What makes people willing to comment on social media posts? The roles of interactivity and perceived contingency in online corporate social responsibility communication. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Lew%2C+Zijian%22">Lew, Zijian</searchLink><relatesTo>1,2</relatesTo> (AUTHOR)<i> zlew@ucsb.edu</i><br /><searchLink fieldCode="AR" term="%22Stohl%2C+Cynthia%22">Stohl, Cynthia</searchLink><relatesTo>1</relatesTo> (AUTHOR) – Name: TitleSource Label: Source Group: Src Data: <searchLink fieldCode="JN" term="%22Communication+Monographs%22">Communication Monographs</searchLink>. Mar2023, Vol. 90 Issue 1, p1-24. 24p. 2 Diagrams. – Name: Subject Label: Subject Terms Group: Su Data: *<searchLink fieldCode="DE" term="%22Social+media%22">Social media</searchLink><br /><searchLink fieldCode="DE" term="%22Social+media+%26+society%22">Social media & society</searchLink><br /><searchLink fieldCode="DE" term="%22Interactive+model+%28Communication%29%22">Interactive model (Communication)</searchLink><br /><searchLink fieldCode="DE" term="%22Social+responsibility+of+business%22">Social responsibility of business</searchLink><br /><searchLink fieldCode="DE" term="%22Corporate+communications%22">Corporate communications</searchLink><br /><searchLink fieldCode="DE" term="%22Contingency+%28Philosophy%29%22">Contingency (Philosophy)</searchLink><br /><searchLink fieldCode="DE" term="%22Consumer+attitudes%22">Consumer attitudes</searchLink><br /><searchLink fieldCode="DE" term="%22Consumer+behavior%22">Consumer behavior</searchLink> – Name: Abstract Label: Abstract Group: Ab Data: Interactivity is an important concept in the study of online social processes. Two experiments tested how interactivity influenced people's willingness to comment on social media and their perceptions of a company's corporate social responsibility (CSR) efforts. Across two operationalizations of interactivity (presence/absence of replies, high/low degree of reference to earlier messages), interactivity led to greater perceived contingency, which led to greater willingness to comment and more positive CSR perceptions. Results advance the interactivity effects model by demonstrating that (a) perceived contingency plays a crucial role in interactivity effects, (b) language intensity moderates the relationship between perceived contingency and willingness to comment, and (c) perceived contingency is fostered only by companies' interactive messages and not consumers' interactive messages. [ABSTRACT FROM AUTHOR] – Name: AbstractSuppliedCopyright Label: Group: Ab Data: <i>Copyright of Communication Monographs is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.) |
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| RecordInfo | BibRecord: BibEntity: Identifiers: – Type: doi Value: 10.1080/03637751.2022.2032230 Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 24 StartPage: 1 Subjects: – SubjectFull: Social media Type: general – SubjectFull: Social media & society Type: general – SubjectFull: Interactive model (Communication) Type: general – SubjectFull: Social responsibility of business Type: general – SubjectFull: Corporate communications Type: general – SubjectFull: Contingency (Philosophy) Type: general – SubjectFull: Consumer attitudes Type: general – SubjectFull: Consumer behavior Type: general Titles: – TitleFull: What makes people willing to comment on social media posts? The roles of interactivity and perceived contingency in online corporate social responsibility communication. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Lew, Zijian – PersonEntity: Name: NameFull: Stohl, Cynthia IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 03 Text: Mar2023 Type: published Y: 2023 Identifiers: – Type: issn-print Value: 03637751 Numbering: – Type: volume Value: 90 – Type: issue Value: 1 Titles: – TitleFull: Communication Monographs Type: main |
| ResultId | 1 |
