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Meng-Qi Liao
Penn State College of Communications
Corporate social responsibilityAffordanceSource credibilityGoodwillSocial mediaBandwagon effect
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#1Meng-Qi Liao (Penn State College of Communications)
#2Angela K.Y. Mak (Hong Kong Baptist University)
Abstract Scarce research has focused on the technological aspects of social media in CSR communication. Many public relations practitioners are reluctant to interact online although social media platforms such as YouTube provide two-way communication interface. Using the MAIN model, this study explored how bandwagon cues (more likes/dislikes) and interaction cues (enable/disable commenting) influence the perceived source credibility assessment (trustworthiness, goodwill, and competence) of CSR i...
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