Social Media and Organizational Communication

Briciu, Victor-Alexandru

doi:10.4018/978-1-7998-3473-1.ch180

Cited by 21 publications

(12 citation statements)

References 13 publications

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“…In the today's market, a successful business can no longer separate its online presence from its physical presence. Briciu and Briciu (2021) note that simply existing in the online environment can maintain the relationship with the public and strengthen brand awareness [76].…”

Section: Websites and Facebook Profilesmentioning

confidence: 99%

Digital Entrepreneurship via Sustainable Online Communication of Dentistry Profession, Oradea, Romania: A Longitudinal Analysis

Constantin

Kavoura

2022

Sustainability

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Dentistry is an entrepreneurially oriented public interest profession that must maintain a balance between professional specificity and business sustainability. Communicating with patients is vital in a competitive system, and the dentist needs to use handy resources such as websites and social media. The aim of this research is (a) to examine whether websites and social networks are a digital entrepreneurship tool used in the dentistry profession in Oradea, a city in full economic development in Romania, to promote the profession nationally and internationally, (b) to compare the changes made using digital tools in the period between 2018–2021 for all licensed dentists in the mentioned city (between 430–450 people, depending on the stage of analysis) using the content analysis method and (c) to identify how the lockdown period imposed by the emergence of the COVID-19 pandemic influenced not only the sustainability of the medical services provided to the population but also the communication practices of the dental offices. The results of examining the dentist’s online presence reveal that there is an interest among practitioners to grow their business sustainably through a digital presence that is increasingly relevant to them and their clients, but the potential remains under-exploited.

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Section: Websites and Facebook Profilesmentioning

confidence: 99%

Digital Entrepreneurship via Sustainable Online Communication of Dentistry Profession, Oradea, Romania: A Longitudinal Analysis

Constantin

Kavoura

2022

Sustainability

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“…The emergence of social media is a game-changer in the field of organizational communication [73]. Many organizations use social media to communicate interactively with different stakeholders to build a good reputation [74].…”

Section: Theoretical Framework and Hypothesesmentioning

confidence: 99%

The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration

Gupta

Nawaz

Alfalah

et al. 2021

JTAER

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With the advent of the Internet and other digital technologies, contemporary businesses from all sectors are using social media for communication with consumers to engage them meaningfully with a brand. However, the use of social media for corporate social responsibility (CSR) communication is relatively new to the existing literature. Likewise, the impact of CSR communication through social media (CSR-S) on consumer emotions and behavior is, to date, underexplored. To address this, the present research aims to test the relationship of CSR-S on brand admiration and consumer purchase intention. The study proposes a direct relationship between CSR-S and purchase intention with a mediating effect of brand admiration. The data were collected from the banking consumers of Pakistan through a self-administered questionnaire. The authors distributed 800 questionnaires and received 463 questionnaires useful for data analysis, so the present research study response rate was around 59%. The data were analyzed using the structural equation modeling (SEM) technique in AMOS. The results revealed that CSR-S is positively related to purchase intention (β = 0.233). The results further showed that brand admiration partially mediates this relationship (β = 0.079). The survey respondents confirmed that their bank’s CSR communication helps enhance their purchase likelihood and their feelings of admiration for their bank. These findings will help policymakers at banking institutions better understand the importance of CSR communication on different social media platforms to achieve consumer-related outcomes.

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“…The emergence of social media is a game-changer in the field of organizational communication [47]. Many enterprises find social media helpful to communicate interactively with different stakeholders in order to build their good reputations [48].…”

Section: Theory and Hypothesesmentioning

confidence: 99%

Using Social Media as a Medium for CSR Communication, to Induce Consumer–Brand Relationship in the Banking Sector of a Developing Economy

et al. 2021

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Social media has emerged as a flexible and interactive communication medium in the present digital era. Contemporary businesses use social media to achieve different communication objectives. However, using social media as a communication medium for corporate social responsibility (CSR) communication with stakeholders like, consumers is not well-explored in the existing literature. Furthermore, prior studies have also failed to consider the blend of CSR communication and social media to achieve consumer-related outcomes, for example, their loyalty and purchase likelihood. To this end, the objective of this study is to examine the relationship of the CSR communication of a bank through social media with consumer loyalty and purchase intention. The current study also proposes brand admiration as a potential mediator between this relationship. The data were collected from the banking consumers through a self-administered questionnaire in a developing economy. The data were analyzed through the structural equation modeling (SEM) technique using AMOS software. The results of the current survey confirmed that CSR communication of a bank on social media has direct and indirect, via brand admiration, relations with consumer loyalty, and purchase intentions. The outcomes of this survey will be helpful for the policymakers to understand the importance of CSR communication on social media to enhance the loyalty, and purchase intention of banking consumers.

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Social Media and Organizational Communication

Cited by 21 publications

References 13 publications

Digital Entrepreneurship via Sustainable Online Communication of Dentistry Profession, Oradea, Romania: A Longitudinal Analysis

Digital Entrepreneurship via Sustainable Online Communication of Dentistry Profession, Oradea, Romania: A Longitudinal Analysis

The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration

Using Social Media as a Medium for CSR Communication, to Induce Consumer–Brand Relationship in the Banking Sector of a Developing Economy

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