Linjuan Rita Men

Motivations and Antecedents of Consumer Engagement With Brand Pages on Social Networking Sites

Brand pages on social networking sites (SNSs) have become the key platform where consumers interact with brands. This study explored the types of consumer engagement with brand pages on Facebook as well as the motivations and antecedents that drive such engagement. Given the participatory and communal nature of SNSs, this study focused on the effects of social media dependency and three social relationship factors, including parasocial interaction, perceived source credibility, and community identification on consumer engagement with Facebook brand pages. A web survey was conducted to understand the motivations and antecedents of consumer engagement. The results confirm that, with the exception of perceived credibility, relationship-oriented factors played a significant role in inducing consumer engagement on SNSs.

Perceptual, Attitudinal, and Behavioral Outcomes of Organization–Public Engagement on Corporate Social Networking Sites

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.

The impact of leadership style and employee empowerment on perceived organizational reputation

Purpose – The purpose of the current study is to examine the impact of organizational leadership style and employee empowerment on employees’ perception of organizational reputation by testing a hypothesized model.Design/methodology/approach – A quantitative on‐line survey was conducted with 700 randomly selected employees from diverse work units of a Fortune 500 company in the United States in February 2011.Findings – The results showed that transformational leadership positively influences employees’ perception of organizational reputation, not only directly but also indirectly, through empowering employees. Transactional leadership has a significant negative direct effect on employees’ perception of organizational reputation. Employees who feel more empowered in terms of perceived competence and decision‐making control have a more favorable evaluation of organizational reputation.Research limitations/implications – By building links between organizational reputation and the two internal antecedent fact...

Toward an Integrated Model of Public Engagement on Corporate Social Networking Sites: Antecedents, the Process, and Relational Outcomes

The importance of social media engagement as an influential factor for cultivating quality organization-public relationships has been increasingly recognized by strategic communication scholars and professionals. However, there exist few theoretical deliberations on the underlying mechanisms of organization-public engagement on social media. This study focused on organization-public engagement and relationship management via social networking sites. We proposed and tested an integrative model that incorporated the antecedents of social media dependency, parasocial interaction, and community identification, as well as the effects of user engagement on relational outcomes of trust, satisfaction, and commitment. Acknowledging the worldwide popularity of social networking sites, the proposed model was tested among users of leading social networking site in China (i.e., Renren, Sina Weibo), the country with the worlds largest Internet population and second-largest economy. The study findings well supported the proposed conceptual model. Theoretical contributions and managerial implications are also provided.

Why Leadership Matters to Internal Communication: Linking Transformational Leadership, Symmetrical Communication, and Employee Outcomes

This study examines how organizational leadership influences excellent internal communication by building the linkage between transformational leadership, symmetrical communication, and employee attitudinal and behavioral outcomes. The results showed that transformational leadership positively influences the organizations symmetrical communication system and employee–organization relationships. The effects of transformational leadership on employee relational outcomes are partially mediated by symmetrical internal communication. Symmetrical communication demonstrates large positive effect on the quality of employee–organization relationships, which in turn leads to employee advocacy. Effects of symmetrical internal communication on employee advocacy are fully mediated by employee–organization relationships. Significant theoretical and practical implications are discussed.

Exploring the roles of organization-public relationships in the strategic management process: Towards an integrated framework

By combining the growing body of knowledge on organization-public relationships with insights from strategic management, the purpose of this study is to demonstrate, from the relational approach, the value of public relations. Specifically, it intends to examine the roles of organization-public relationships in each stage of the strategic management process, namely, strategic analysis, strategy formulation, strategy implementation, and strategic control. The findings show that OPRs can contribute to strategic analysis by being the source of information, channel of information, active information detector and foundation for internal analysis. It contributes to strategy formulation by providing broad information, incorporating intelligence, perspectives and insights and engaging employees in decision making. In strategy implementation, OPRs can generate support from parties involved and facilitate the strategy execution process. In strategic control, OPRs can provide feedback and updated information for strategy adjustments and strategy review, engage employee in self-management and facilitate organizational control through relational trust, commitment and satisfaction. Through playing multiple roles in each strategic management stage, relationships can eventually contribute to sustainable competitive advantage, achievement of organizational goals, and organizational effectiveness.

Social CEOs: The effects of CEOs’ communication styles and parasocial interaction on social networking sites

As one of the first empirical analyses focusing on corporate executive officers’ (CEOs) communication style on social media and its impacts, the study aims to advance the theoretical understanding of CEO sociability and the mechanism underneath its effects on the broader public relations outcome of organization–public relationship and public advocacy. Through a quantitative survey with 332 social media users who have followed corporate CEOs on social media, this study illuminated how CEOs’ responsive and assertive communications induce the CEOs’ followers to perceive the corporate leaders as amicable role models and caring friends, which in turn improve their trust of, satisfaction with, and advocacy for the company. Hence, the findings highlight the pivotal role of CEOs as chief engagement officer in developing meaningful interpersonal interactions and relationships with today’s digital savvy publics.

Cultivating Quality Employee-Organization Relationships: The Interplay among Organizational Leadership, Culture, and Communication

ABSTRACT Based on a random sample of employees (n = 391) working in various industrial sectors in the United States, we examined the respective linkages between employee–organization relationships (EORs) and authentic leadership, symmetrical internal communication, and organizational culture. Results indicated that authentic leadership, organizational culture of supportiveness, emphasis on reward, and stability were significant predictors of the symmetrical internal communication system of an organization and EORs. Symmetrical internal communication cultivates quality EORs and mediates the effects of authentic leadership and cultural dimensions of supportiveness on EOR outcomes. The theoretical and practical implications of the findings were also discussed.

Dialogues with entrepreneurs in China: How start-up companies cultivate relationships with strategic publics

ABSTRACT This qualitative study examined relationship cultivation and public relations practices in start-up companies in Mainland China. Findings from 28 in-depth interviews with entrepreneurs in China1 suggest that employees and customers are the most important strategic publics for start-ups, followed by investors, the media, and the government. Symmetrical relationship cultivation strategies suggested in previous literature apply to the start-up context in China with specific variations. New strategies such as vision and value communication, empowerment, authentic communication, and proactive reporting were identified for start-ups to build quality relationships with various strategic publics. Compared with large established corporations, start-ups have unique public relations purposes, needs, and scope of practice. Theoretical and practical implications are discussed.

Strategic Use of Social Media for Stakeholder Engagement in Startup Companies in China

ABSTRACT This study examined the strategic use of social media for stakeholder engagement in startup companies in China. Guided by the theoretical framework of stakeholder engagement, in-depth interviews were conducted with 28 entrepreneurs in China, and a content analysis was performed with 419 corporate social media posts on Weibo and WeChat. Findings suggest that generating awareness, along with information sharing and word-of-mouth, cultivating long-term relationships, developing new businesses, and building image and reputation, are the primary purposes for stakeholder engagement. Thought leadership building, co-branding, and influencer endorsement were identified as new social media engagement strategies for startups. Message tactics and appeals utilized by startups and measurement and evaluation issues were also examined. Theoretical and practical implications are discussed.