Organizational Blogs and the Human Voice: Relational Strategies and Relational Outcomes

2006-01-01articleJournal of Computer-Mediated Communication432 citationsclosed

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Public Relations and Crisis Communication Customer Service Quality and Loyalty Digital Marketing and Social Media

Abstract

This study develops and tests operational definitions of relational maintenance strategies appropriate to online public relations. An experiment was designed to test the new measures and to test hypotheses evaluating potential advantages of organizational blogs over traditional Web sites. Participants assigned to the blog condition perceived an organization’s “conversational human voice” to be greater than participants who were assigned to read traditional Web pages. Moreover, perceived relational strategies (conversational human voice, communicated relational commitment) were found to correlate significantly with relational outcomes (trust, satisfaction, control mutuality, commitment).

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