Vicarious interaction: The role of observed online communication in fostering organization-public relationships

PurposeThe purpose of this paper is to explore how online interaction with an organization impacts not only those users participating in the exchange, but also those that witness the interaction and are influenced as suggested by social cognitive theory.Design/methodology/approachThis study utilized...

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Veröffentlicht in:	Journal of communication management (London, England) England), 2018-07, Vol.22 (3), p.262-279
Hauptverfasser:	Lee, Nicole, Seltzer, Trent
Format:	Artikel
Sprache:	eng
Schlagworte:	Business communications Communication Digital media Internet Mass media effects Media Methodological approaches Organizations Public relations Social interaction Social media Social networks Social research Studies User behavior User experience Verbal communication Virtual communities
Online-Zugang:	Volltext
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