Journal
JOURNAL OF PUBLIC RELATIONS RESEARCH
Volume 26, Issue 5, Pages 417-435Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/1062726X.2014.951047
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This study proposes and tests a conceptual model that not only measures public engagement with corporate pages on social networking sites, but also evaluates the influence of such engagement on important perceptual, relational, and behavioral outcomes. Study results provide empirical evidence of the positive effects of public engagement on perceived corporate authenticity, organizational transparency, organization-public relationships, and public advocacy. Findings underscore the importance of public engagement via social media on enhancing perceived corporate transparency and authenticity, and thereby cultivating strong relationships. Additionally, organization-public relationships emerged as a deciding factor driving the effects of public engagement on advocacy behaviors.
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