Revisiting trust in the digital era: the interplay of online trust and online dialogic communication from the practitioners' perspective

IF 3.1 Q1 COMMUNICATION Journal of Communication Management Pub Date : 2022-06-17 DOI:10.1108/jcom-08-2021-0094
S. Tong, F. Chan
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Abstract

PurposeWith the prevailing use of online communication platforms, this study revisits the definitions of trust in an online context. By exploring organizational online communications from a practitioners' perspective, a conceptual framework that illustrates the nature of trust and its relationship with dialogic communication between organizations and organizations' stakeholders in the digital era is proposed.Design/methodology/approachA total of 27 in-depth interviews were conducted with public relations and marketing practitioners involved in coordinating organizational online communications in Hong Kong.FindingsFrom the practitioners' perspective, stakeholders' online trust toward an organization, which is a hybridity of initial and rapidly evolving trust, begins with stakeholders swift and initial judgment of the organization according to category-based cues (including knowledge-based attributes of the organization, institutional cues, and particular attributes of online dialogic communication) available on online platforms and further develops over time. Practitioners regard the integration of online and offline communication platforms to be the most effective way to build trust in organization–stakeholder relationships in the digital era, while dialectical tensions can hinder trust formed in online communication.Originality/valueAlong with the proposed conceptual framework, this study advances the discussion of online trust in public relations practices from the practitioners' perspective. A qualitative approach provides rich descriptions that may help to enrich theories in public relations and communication management regarding the interplay of trust and dialogic communication in organizational practices in the digital era.
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重新审视数字时代的信任:实践者视角下的在线信任与在线对话交流的相互作用
目的随着在线交流平台的普遍使用,本研究重新审视了在线环境中信任的定义。通过从从业者的角度探讨组织在线沟通,提出了一个概念框架,说明信任的本质及其与数字时代组织和组织利益相关者之间对话沟通的关系。设计/方法/方法共对香港参与协调组织在线沟通的公共关系和营销从业人员进行了27次深入访谈。发现从从业者的角度来看,利益相关者对组织的在线信任是初始信任和快速发展信任的混合体,从利益相关者根据在线平台上可用的基于类别的线索(包括组织的知识属性、制度线索和在线对话交流的特定属性)对组织进行快速和初步的判断开始,并随着时间的推移进一步发展。从业者认为,在线下沟通平台的整合是在数字时代建立组织-利益相关者关系信任的最有效方式,而辩证的紧张关系可能会阻碍在线沟通中形成的信任。独创性/价值本研究从从业者的角度推进了对公共关系实践中网络信任的讨论。定性方法提供了丰富的描述,可能有助于丰富公共关系和沟通管理中关于信任和对话沟通在数字时代组织实践中的相互作用的理论。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
5.40
自引率
6.50%
发文量
29
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