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Dissertation/Thesis Abstract
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.
| Advisor: | Ki, Eyun-Jung |
| 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 |
| Source Type: | DISSERTATION |
| Subjects: | Marketing, Communication, Sustainability |
| Keywords: | Experiment, Interactivity, Message appeal, Public relations, Sustainability |
| Publication Number: | 10162509 |
| ISBN: | 978-1-369-17298-0 |
