Original paper
Organization-public relationships on social media: The role of relationship strength, cohesion and symmetry
Abstract
This study investigated the role of three relationship properties embedded in organization-public relationships (OPR) built through social media interaction. We hypothesize that relationship strength, cohesion, and symmetry are positively related to three types of OPR, i.e., communal, exchange and symbiotic relationships. To test our hypotheses, we survey 73 nonprofit organizations and apply structural equation modelling to analyze hypothesized...
Paper Details
Title
Organization-public relationships on social media: The role of relationship strength, cohesion and symmetry
Published Date
Dec 1, 2019
Journal
Volume
101
Pages
22 - 29
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Notes
History