Dissertation/Thesis Abstract

Effects of organization sustainability communication: The influence of interactivity, message appeal, and type of medium
by Oh, Jeyoung, M.A., The University of Alabama, 2016, 67; 10162509
Abstract (Summary)

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.

Indexing (document details)
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
Subjects: Marketing, Communication, Sustainability
Keywords: Experiment, Interactivity, Message appeal, Public relations, Sustainability
Publication Number: 10162509
ISBN: 978-1-369-17298-0
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