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From Perception to Engagement: Mediation Effect of Interactivity on Organization-Public Relationships Outcomes and Stakeholders’ Online Behaviors

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Abstract:

The purpose of the current study is to demonstrate the value of organization-public relationships outcomes on stakeholders’ evaluation to an organization’s online communication strategy and their own behavioral engagement. It also proposes a model to test the mediation effect of interactivity on the linkage between public perception and public engagement. Data from survey questionnaires of 304 undergraduate students from a large southeast U.S. university were analyzed using structural equation modeling. Key findings resolved that positive effects of stakeholders’ perception in satisfaction and negative effects of stakeholders’ perception in trust on their actual online engagement. A strong positive linkage was also demonstrated between stakeholders’ satisfactory perception toward relationship management and their evaluation toward the level of an organization’s online interactive communication. In addition, this study found that online interactivity feature played a critical mediating role in connecting such effects of perception to the actual behavior.

Most Common Document Word Stems:

tt (2), 93 (1), RMR (1), FI (1), .111 (1), 059.88 (1), 2/d (1), 05 (1), MSEA (1), et. Result (1), E (1), aselin (1), ovariance (1), easonable explanatio (1), I (1), 055, .066)) (1), = 304) (1), 502 (1), 7 (1), tep (1), etermin (1),
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Association:
Name: International Communication Association 65th Annual Conference
URL:
http://www.icahdq.org


Citation:
URL: http://citation.allacademic.com/meta/p986247_index.html
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MLA Citation:

Ji, Yi Grace. and Liu, Jiangmeng. "From Perception to Engagement: Mediation Effect of Interactivity on Organization-Public Relationships Outcomes and Stakeholders’ Online Behaviors" Paper presented at the annual meeting of the International Communication Association 65th Annual Conference, Caribe Hilton, San Juan, Puerto Rico, May 21, 2015 <Not Available>. 2018-02-13 <http://citation.allacademic.com/meta/p986247_index.html>

APA Citation:

Ji, Y. and Liu, J. , 2015-05-21 "From Perception to Engagement: Mediation Effect of Interactivity on Organization-Public Relationships Outcomes and Stakeholders’ Online Behaviors" Paper presented at the annual meeting of the International Communication Association 65th Annual Conference, Caribe Hilton, San Juan, Puerto Rico Online <APPLICATION/PDF>. 2018-02-13 from http://citation.allacademic.com/meta/p986247_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: The purpose of the current study is to demonstrate the value of organization-public relationships outcomes on stakeholders’ evaluation to an organization’s online communication strategy and their own behavioral engagement. It also proposes a model to test the mediation effect of interactivity on the linkage between public perception and public engagement. Data from survey questionnaires of 304 undergraduate students from a large southeast U.S. university were analyzed using structural equation modeling. Key findings resolved that positive effects of stakeholders’ perception in satisfaction and negative effects of stakeholders’ perception in trust on their actual online engagement. A strong positive linkage was also demonstrated between stakeholders’ satisfactory perception toward relationship management and their evaluation toward the level of an organization’s online interactive communication. In addition, this study found that online interactivity feature played a critical mediating role in connecting such effects of perception to the actual behavior.


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