探析“微信”应用对网络社交的深刻影响

随着“微信”的崛起，它已成为现代社交人际沟通中的新媒体和新方式，越来越多的现代人步入了这种“微时代”。微信的广泛应用给人际沟通带来了机遇与挑战。文章从心理学角度来深刻剖析微信功能对社交的影响，从而正确构建和谐的网络社交。     

Project Communication,Individual Commitment,Social Networks,and Perceived Project Performance

This research examines the role of project communication, individual commitment, and social networks in explaining perceived project performance. Despite the increased involvement of commercial banks in citizenship projects in Uganda, anecdotal evidence reveals that over 70% of citizenship projects fall short of the expected quality, fail to boost bank awareness, are cost overrun, and are completed behind schedule. Based on data from 121 citizenship projects conducted by 16 commercial banks in Uganda, findings revealed that project communication, individual commitment, and social networks are significant predictors of perceived project performance. This study has managerial implications, which are presented in this article.     

Income and social communication: The demographics of stock market participation

This paper analyses the determinants of stock market participation decisions using officially compiled aggregate stock account opening data in China. Different from the literature that often focuses on one particular dimension, our paper systematically evaluates the relative importance of disposable income, demographic variables, macroeconomic factors, stock market conditions and social communication on both the level and the change of the participation rate. We find that the level of the participation rate is predominately determined by the income factor, followed by various measures of social communication. Social communication plays the most important role in the change of the participation rate, acting as a multiplier to stimulate stock market participation. The effects are more pronounced in high‐income, high‐education, high‐population‐density groups and during the bull market period.     

社会化商务沟通如何提高B2B企业净推荐值？

文章聚焦于探讨和解释社会化商务沟通的核心特质及其对企业净推荐值影响。基于社会交换理论，研究一运用扎根理论发现社会化商务沟通具有广关联性、泛可见性与富载体性三个核心特质，同时提炼出净推荐值这一关系绩效的核心要素。研究二通过问卷调查进一步证实了社会化商务沟通的核心特征，并通过回归分析验证了社会化商务沟通通过关系强度影响净推荐值的作用机制，同时揭示了IT可供性感知在广关联性、泛可见性、富载体性与关系强度之间关系中发挥的负向调节作用以及合同详尽性在关系强度与净推荐值之间关系中发挥的负向调节作用。文章有助于深入认识社会化商务沟通对净推荐值的影响机制，并有效指导企业的关系绩效管理。     

Relationship Between Companies and the Public on Facebook: The Portuguese and the Brazilian Context

ABSTRACT

This study analyzes how companies use Facebook to facilitate discussions with the public in two countries, Portugal and Brazil, through an exploratory content analysis of corporate Facebook pages. Overall, companies in both countries tend to recognize the relevance of Facebook in relationship development and therefore they use online strategies. Nevertheless, Portuguese companies are ahead of the Brazilian in providing calendars of events and partnerships with blogs/giveaways. They also tend to include more links to media reports. Compared to the Portuguese, the Brazilian public enjoys posting publications that express their feelings and/or emotions more. The article also discusses the implications of corporate relationship management practice.     

Building relationships through dialogic communication: organizations,stakeholders, and computer-mediated communication

Online media are integral to daily life, and while many organizations use them to reach broad audiences, others still appear to be uncomfortable with online media because they do not understand how to maximize their potential to interact effectively with stakeholders. Numerous organizations use online media for one-way communication to disseminate information, despite the affordances of the media platforms for two-way, dialogic communication. This article draws on two dominant interpersonal theories of computer-mediated communication—social information processing theory and the hyperpersonal model—to propose dialogic strategies that organizations can use to improve their online communication with their stakeholders. We illustrate the application of these principles through three stages of relationship building: initiating/experimenting, intensifying, and integrating/bonding. The article integrates the applications within an overall dialogic communication strategy, and provides organizations and practitioners with a model with which they can engage stakeholders with dialogic methods via social media.     

Integrating online communities within business-to-business marketing communications: an exploratory study

The article provides a conceptual contribution by developing a framework for business-to-business (B2B) marketers seeking to implement online communities (OLCs). Furthermore, the conceptual contribution is augmented by a small-scale exploratory study comprising in-depth interviews with B2B chief marketing officers (CMOs). The findings challenge existing thinking that B2B marketers can follow generic marketing communication frameworks. This is due to the differences in B2B OLCs in terms of multiple stakeholders and two-way information flows and differences in buyer behaviour. For researchers, the contribution is an embryonic model that will facilitate future conceptual development as well as empirical testing through a series of research propositions. A sequential decision-making framework, which identifies key implementation challenges, is provided for B2B managers.     

Two‐level perspective on electronic mail in organizations

Organizational computing tools are often developed and managed with an eye toward increasing efficiency. Yet today's most widespread organizational computing tool, electronic mail, has an impact that goes well beyond efficiency effects. This article summarizes a two‐level perspective on organizational computing and reviews research results demonstrating strong organizational effects of electronic mail. From these results, we draw some lessons for the next generation of organizational computing.     

Decisions,decisions: Cybervetting through the eyes of students

How do students believe employers use social media in vetting job candidates? In this instructional experiment, students evaluated three hypothetical job candidates who had divergent social media presences. Questionable content, even if through an indirect link, was thought to reflect on a candidate's character and was extrapolated to future work performance. Professionally related social media activity boosted perceptions of both the candidate's character and skills. A nonexistent online presence prompted polarized assumptions—most frequently that he/she was asocial, deceptive, or technologically inept. Findings from this activity can inform business educators and help students develop a sharper awareness of how employers might weigh the online profiles of job candidates.     

Cellular phone etiquette among college students

There has been tremendous growth in the cellular telephone industry in recent years. This evolving technology has given rise to concerns over the social rules of etiquette governing cellphone usage behaviour. The present study was undertaken to better understand the perceptions of cellphone usage propriety among one of the most important target markets for cellphone products – young adults attending college. Data were collected from a total of 383 cellphone consumers residing in geographically diverse regions of the United States. Overall, the results indicated a high degree of agreement among respondents as to appropriate and inappropriate situations for cellphone usage. Respondents considered inappropriate situations for cellphone usage to include during worship/church, during class, in a library and in a movie theatre during a movie. Respondents considered it to be appropriate to use cellphones while on public transportation, in a supermarket, and to use a hands‐free set while driving. Specific differences were found as a function of geographic regions, gender and employment status.     

Adoption of Online Social Networks to Communicate with Financial Institutions

Spain's financial sector is not in a healthy state, and the problems that some financial institutions currently face perpetuate the widespread perception of risk across the entire sector. Moreover, the online social networks (OSN) that emerged a decade ago are suddenly at the very heart of digital society. In this study we develop a predictive model to determine that the motivational factors that influence Spanish users' intention to use OSN to communicate with financial institutions are quality management, availability of information, external conditions, trust, perceived compatibility, perceived usefulness, attitude, and intention. Data were collected from 335 Spanish OSN users through an online survey. The results suggest that quality management has a highly significant and positive effect on perceived usefulness and that perceived usefulness has a positive and significant effect on the intention to use social networks to communicate with financial institutions.     

论广告传播在资本转换中的作用

布迪厄提出资本有经济资本、文化资本、社会资本等不同形态,并认为不同形态的资本之间是存在着相互转换的。在现实世界的资本转换之中,广告传播产生了积极的推动作用,并且随着广告业的纵深发展,这种推动作用会表现得越来越明显。     

The Communication Contract and Its Ten Ground Clauses

Global society issues are putting increasing pressure on both small and large organizations to communicate ethically at all levels. Achieving this requires social skills beyond the choice of language or vocabulary and relies above all on individual social responsibility. Arguments from social contract philosophy and speech act theory lead to consider a communication contract that identifies the necessary individual skills for ethical communication on the basis of a limited number of explicit clauses. These latter are pragmatically binding for all partners involved and help to ensure that the ground rules of cooperative communication are observed within a group or an organization. Beyond promoting ethical communication, the communication contract clarifies how individual discursive behaviour can be constructively and ethically monitored by group leaders in business meetings. A case study which shows what may happen when ground clauses of ethical communication are violated is presented. The conclusions of the study highlights why attempting to respect the communication contract is in the best interest of all partners at all levels within any group or organization.     

Exploring interactive communication using social media

Engaging consumers in interactive marketing communication is instrumental in business–customer relationships building and development. Social media enables consumers to initiate marketing messages and gain growing control in the communication process due to its enhanced interactivity features. This study investigates whether communication between businesses and their social media users is interactive and how interactive it is. It also attempts to determine what types of messages are more likely to result in interactive communication. The findings reveal that businesses are attempting functional interactivity while individual users are increasingly securing a control to achieve contingent interactivity. Businesses are adopting a consumer-centric approach in designing and executing marketing communication messages to achieve interactivity though significant variance is established between businesses as measured by Interactivity Performance Matrix. Challenges remain for businesses as to how to engage their customers by utilizing the interactivity features of social media to facilitate relationships formulation and development.     

Defining the Product in Social Marketing: An Analysis of Published Research

Social marketing, a discipline rooted in marketing principles, lacks consensus on the conceptual and operational definition of product. The purpose of this article was to explore how social marketing researchers have conceptualized the product and how this definition has influenced strategy development. A systematic review of 10 years of peer-reviewed literature resulted in 92 intervention-based articles. Nearly all studies focused on health-related behavior change. Few studies used marketing language and the three product level classification. One-third of studies provided a tangible product while communication was the only strategy in over half of the studies. The focus on behavior as the product and using communication as the primary or sole strategy may limit social marketing's effectiveness as the approach resembles other social change strategies. If social marketing research aims to advance its position as a social change strategy, a starting point should be to reexamine the definition of product.     

Corporate Communication and Impression Management – New Perspectives Why Companies Engage in Corporate Social Reporting

This paper addresses the theoretical framework on corporate social reporting. Although that corporate social reporting has been analysed from different perspectives, legitmacy theory currently is the dominating perspective. Authors employing this framework suggest that social and environmental disclosures are responses to both public pressure and increased media attention resulting from major social incidents such as the Exxon Valdez oil spill and the chemical leak in Bhopal (India). More specifically, those authors argue that the increase in social disclosures represent a strategy to alter the public's perception about the legitimacy of the organisation. Therefore, we suggest using corporate communication as an overarching framework to study corporate social reporting in which corporate image and corporate identity are central.     

Brand resurrection in an emerging economy

Abstract

Ramesh, the proprietor of Amalya Dairy Pvt Ltd, looks at the recommendations given by the market research firm for rebuilding the brand image after a major brand crisis. After Amalya Dairy suffered a huge loss recently, Ramesh is now being careful about spending the company funds. A 60-year-old and a late adopter of technology, he is not very comfortable with the suggestion of having a public relations manager represent his brand on social media. At the same time, he recalls the recent setback his brand image took due to the lightning speed at which the latest communication channels operate. He looks at the report and the recommendations given by the market research firm one more time, in order to make the final decision regarding the company’s integrated marketing communication plan.     

社会责任活动、社会责任沟通与企业价值

企业履行适当的社会责任是大势所趋,但目前理论与实务界对社会责任经济后果的认识存在困惑,难以指导企业的社会责任实践。企业社会责任对企业价值的影响因不同社会责任类型的收益、成本特征而异,并且社会责任价值实现受制于社会责任沟通的影响,企业应该在整体战略规划的视野里树立社会责任管理理念,对企业社会责任进行事前决策和实时的过程管理。     

Dialogic Communication and Thought Leadership: Twitter Use by Public Relations Agencies in the United States

Abstract

This study examined how the 117 Twitter profiles maintained by U.S. headquartered agencies appearing in the 2017 Global Top 250 PR Agencies list from the Holmes Report are using this platform to communicate with their publics. Guided by the dialogic communication theory, a content analysis of 1,120 tweets (from the 112 agencies identified as having public active accounts) published between January and October 2017 were analyzed to better understand the content strategies implemented by these agencies as well as the relationship between levels of public engagement and the implementation of dialogic principles. Additionally, this study placed a special emphasis on thought leadership and the means being employed by agencies to introduce and promote their ideas. The study’s results suggest that while media vividness increases the public’s levels of engagement, interactivity has an inverse effect. At the same time, the findings indicate that agencies are not fully employing the dialogic capacity of Twitter. From a strategic point of view, this study provides significant implications for social media communication practices by public relations agencies.     

Brand Personality Usage in Crisis Communication in Facebook

This study examines the role of brand personality in organizational crisis communication within the context of social media. Content analysis methods are employed to analyze brands' official Facebook posts pre- and post-crisis for a period of 7 months. Relationship maintenance strategies are examined through the lens of two sincere brands (Chick-fil-A and Susan G. Komen for the Cure) and two exciting brands (Netflix and Facebook). Findings demonstrate that organizations communicate with the public about a crisis differently depending on their products' brand personalities, both pre- and post-crisis. Findings indicated that sincere brands were more active in the management of crises by increasing networking strategy and decreasing positivity strategy. In contrast, exciting brands were relatively passive in crisis response communications, sustaining instead such pre-crisis strategies as openness. At the conclusion of this study, implications and future research are discussed.