To understand how interactivity, message appeal, and type of medium affect public perceptions and reactions to an organization in organization sustainability communication, this study conducted a 2 (interactivity: high vs. low) x 2 (message appeal: gain-focused vs. loss-focused) x 2 (medium type: Facebook vs. organizational blog) experimental survey (N = 394). Results show that the level of interactivity and type of message appeal appear to significantly influence the social presence of the message and the public’s positive word-of-mouth intention. The public’s intention to generate positive word-of-mouth was highest when the communication had high interactivity with a gain-focused message conveyed on the organization’s Facebook page.
|Commitee:||Gower, Karla K., Tang, Lu|
|School:||The University of Alabama|
|Department:||Advertising Public Relations|
|School Location:||United States -- Alabama|
|Source:||MAI 56/01M(E), Masters Abstracts International|
|Subjects:||Marketing, Communication, Sustainability|
|Keywords:||Experiment, Interactivity, Message appeal, Public relations, Sustainability|
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