Public Relations Review最新文献_第6页

Minecraft, mangroves, and dialogic potential: An analysis of video game live streaming and its implications for public relations research 《我的世界》、红树林和对话潜力：视频游戏直播分析及其对公共关系研究的影响

IF 4.1 3区管理学 Q2 BUSINESS

Public Relations Review

Pub Date : 2025-11-01 Epub Date: 2025-06-02 DOI: 10.1016/j.pubrev.2025.102591

Jolene Fisher, Jordan Morehouse, Henry Ugwu

Video game live streaming platforms like Twitch are important sites for strategic communication and public relations activity given the potential for co-creation, dialogic engagement, and relationship building that they afford. In these dynamic spaces, passionate, highly engaged publics seeking social interaction and community gather to watch streamers play their favorite games; and through these spaces organizations have an opportunity to reach an audience that is less likely to consume traditional media. Yet, despite their growing popularity, video games and the practice of video game live streaming remain understudied within the field of public relations. This study works to extend the nascent body of literature in this area through an analysis of Minecraft and The Nature Conservancy’s Rooted Together project, designed to educate audiences about and raise money for mangrove conservation efforts. Using a textual analysis of two charity live streams, this study considers how the devotional-promotional model maps onto relationships between streamers, stakeholders, and organizations in the context of a platform that affords space for dialogic engagement. And it illustrates the importance of publics in elevating an object of devotion in such projects.

像Twitch这样的视频游戏直播平台是战略沟通和公共关系活动的重要网站，因为它们具有共同创造、对话参与和关系建立的潜力。在这些充满活力的空间中，寻求社交互动和社区的热情、高度参与的公众聚集在一起观看主播玩他们最喜欢的游戏；通过这些空间，组织有机会接触到不太可能消费传统媒体的受众。然而，尽管电子游戏越来越受欢迎，但公共关系领域对电子游戏和电子游戏直播的研究仍然不足。本研究通过对《我的世界》和大自然保护协会的“根在一起”项目的分析，扩展了这一领域的新兴文献，该项目旨在教育观众并为红树林保护工作筹集资金。通过对两个慈善直播的文本分析，本研究考虑了在提供对话参与空间的平台背景下，虔诚-推广模式如何映射到主播、利益相关者和组织之间的关系。这也说明了公众在提升这类项目的奉献对象方面的重要性。

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引用次数: 0

IF 3.4 3区管理学 Q2 BUSINESS

Public Relations Review

Pub Date : 2025-11-01 Epub Date: 2025-07-30 DOI: 10.1016/j.pubrev.2025.102612

Zoe Olbermann , Holger Schramm

Corporate crisis communication, like many other areas of strategic communication, is becoming increasingly relevant on social network sites (SNSs). This change has created a new type of spokesperson: social media influencers (SMIs). These individuals are already known as brand ambassadors, and their role in this function has so far been studied primarily in the context of marketing. Our study examines the use of SMIs as spokespersons after a corporate greenwashing crisis, focusing on their perceived similarity to stakeholders - a critical factor identified for the effectiveness of other spokespeople in strategic communications. In a one-factor, two-level between-subject design online experiment (N = 183), we manipulated the similarity and can show that it promotes parasocial interactions between stakeholders and SMIs. This psychological involvement results in a more elaborate processing of the crisis communication, which increases the perception of hypocrisy and consequently leads to a worse evaluation of the brand. In contrast, if the perceived similarity leads to a wishful identification with the SMI, a positively biased processing presumably takes place, which benefits the brand evaluation. Due to a direct positive effect of similarity on the brand image and a stronger indirect effect via wishful identification, the use of SMIs in crisis communication is generally beneficial, but also a more complex topic due to the reactions they trigger among stakeholders.

企业危机沟通，像许多其他领域的战略沟通一样，在社交网站（sns）上变得越来越重要。这种变化创造了一种新型的代言人：社交媒体影响者（SMIs）。这些人已经被称为品牌大使，到目前为止，他们在这一职能中的作用主要是在市场营销的背景下研究的。我们的研究考察了在企业漂绿危机后smi作为代言人的使用，重点关注他们与利益相关者的感知相似性——这是确定其他代言人在战略沟通中的有效性的关键因素。在一项单因素、两水平的受试者间设计在线实验（N = 183）中，我们操纵了相似性，并可以证明它促进了利益相关者和SMIs之间的准社会互动。这种心理上的参与导致了对危机沟通的更复杂的处理，这增加了对虚伪的感知，从而导致对品牌的更差的评价。相反，如果感知到的相似性导致对SMI的一厢情愿的认同，则可能会发生积极的偏见加工，这有利于品牌评估。由于相似性对品牌形象有直接的积极影响，以及通过一厢情愿的认同产生的更强的间接影响，在危机沟通中使用smi通常是有益的，但由于它们在利益相关者中引发的反应，这也是一个更复杂的话题。

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引用次数: 0

Issue selection in corporate social advocacy (CSA): How issue maturity and congruence shape consumers' perceived authenticity and responses 企业社会宣传中的议题选择：议题成熟度与一致性如何塑造消费者感知的真实性与回应

IF 3.4 3区管理学 Q2 BUSINESS

Public Relations Review

Pub Date : 2025-11-01 Epub Date: 2025-08-18 DOI: 10.1016/j.pubrev.2025.102618

Yeonsoo Kim , Chun In Hazel Yun , Na Yu

This study investigates a strategic framework for Corporate Social Advocacy (CSA) issue selection, focusing on two critical factors: the maturity of the socio-political issue and the congruence between the company and the issue. Grounded in issue maturity models and congruence literature, we examine how these factors interact to influence perceived CSA authenticity, ultimately impacting both advocacy-related and company-related outcomes. A 2 × 2 full factorial design online experiment was conducted with consumer samples. The findings demonstrated that less mature socio-political issues generate more favorable perceptions of CSA authenticity compared to more established issues. However, optimal topic selection required careful consideration of both issue maturity and company-issue congruence. The results revealed notable interaction effects: for less mature issues, lower congruence appeared to heighten public perceptions of CSA authenticity more than high congruence, whereas higher congruence enhanced authenticity perceptions for mature issues. Public perceptions of authenticity significantly influence both advocacy- and corporate-related outcomes. Specifically, perceived authenticity strengthens positive CSR associations, ultimately driving consumer support for the advocacy effort, positive megaphoning about the company, and purchase intentions. These findings underscore that effective CSA requires careful consideration of both issue maturity and company-issue congruence in the decision-making process.

本研究探讨了企业社会倡导议题选择的策略框架，重点关注两个关键因素：社会政治议题的成熟度和公司与议题的一致性。在问题成熟度模型和一致性文献的基础上，我们研究了这些因素如何相互作用来影响感知的CSA真实性，最终影响与倡导相关的和与公司相关的结果。以消费者为样本进行2 × 2全因子设计在线实验。研究结果表明，与成熟的社会政治问题相比，不成熟的社会政治问题产生了对CSA真实性的更有利的看法。然而，最佳主题选择需要仔细考虑问题成熟度和公司-问题一致性。结果显示了显著的交互效应：对于不太成熟的问题，低一致性比高一致性更能提高公众对CSA真实性的感知，而高一致性则能增强公众对成熟问题的真实性感知。公众对真实性的认知显著影响宣传和企业相关的结果。具体来说，感知到的真实性加强了积极的企业社会责任联系，最终推动消费者支持宣传工作，积极宣传公司，并产生购买意愿。这些发现强调，有效的CSA需要在决策过程中仔细考虑问题成熟度和公司-问题一致性。

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引用次数: 0

A goodwill shield for crisis communication: Exploring the ‘Halo Effect’ of CSR activities 危机沟通的商誉盾牌：探讨企业社会责任活动的“光环效应”

IF 4.1 3区管理学 Q2 BUSINESS

Public Relations Review

Pub Date : 2025-11-01 Epub Date: 2025-06-12 DOI: 10.1016/j.pubrev.2025.102602

Tyler G. Page, Carolyn A. Lin

Corporate social responsibility is a corporate citizenship component that can serve as a goodwill shield to help protect organizational reputation in a crisis. How this good will shield functions to influence audience evaluation of corporate reputation, which often balances moral judgment and the nature of the offense, is not well-understood. As research addressing CSR and crisis management remains limited, this study explored this complex process with a between-subjects experiment regarding a fictional company. Participants were given introductory information about the company and asked to rate how they perceived the CSR of the fictional company. Next, participants were shown a crisis about the story and responded to measures of perceived crisis offensiveness, virtuousness, and then reputation of the company. Findings demonstrated that pre-crisis CSR perception had a significant halo effect on post-crisis perceptions of company reputation——as mediated by perceived virtuousness and crisis offensiveness—instead of a direct carryover effect.

企业社会责任是企业公民的一个组成部分，可以作为一个善意的盾牌，帮助在危机中保护组织的声誉。这种善意保护是如何影响受众对企业声誉的评价的，而这种评价往往会平衡道德判断和冒犯的性质，这一点尚不清楚。由于关于企业社会责任和危机管理的研究仍然有限，本研究通过一个虚构公司的受试者之间实验来探索这一复杂的过程。参与者被告知公司的介绍性信息，并被要求对他们对虚构公司的企业社会责任的看法进行评分。接下来，研究人员向参与者展示了关于这个故事的危机，并对感知到的危机冒犯性、美德和公司声誉做出了反应。研究结果表明，危机前企业社会责任感知对危机后企业声誉感知具有显著的光环效应——由感知到的美德和危机攻击性介导——而不是直接的延续效应。

引用次数: 0

The ‘Good Samaritan’: The effects of corporate conflict engagement on public satisfaction and their behavioral intentions “好撒玛利亚人”：企业冲突参与对公众满意度及其行为意图的影响

IF 4.1 3区管理学 Q2 BUSINESS

Public Relations Review

Pub Date : 2025-11-01 Epub Date: 2025-07-16 DOI: 10.1016/j.pubrev.2025.102607

Chiara Valentini , Hui Zhao , Juha Munnukka

In a time marked by rising geopolitical tensions and societal conflicts, the traditional corporate emphasis on maximizing shareholder value is increasingly evolving towards a more public-oriented approach that includes societal and ethical considerations. Should organizations invest in activities that are not their primary responsibilities? Based on conflict management, corporate social responsibility and public relations literature, this study examines different corporate actions undertaken during societal conflicts and how these affect public satisfaction and what effects these may have on three public relations outcomes: reputation, word-of-mouth, and financial support. Using an experimental design with the Finnish public in the context of the Russia-Ukraine conflict, this study demonstrates that proactive corporate engagement in conflict mitigation has direct positive effects on financial support and positive word-of-mouth intentions, though not on reputation. However, when public satisfaction and corporate trust are considered, there are positive effects on reputation and word-of-mouth intentions, but not on financial support. Additionally, people’s ethical orientation and conflict severity perception play a role in moderating these effects. This study contributes to the existing literature in conflict management, corporate social responsibility and public relations in several ways. It enhances theory integration by combining multiple perspectives, providing a comprehensive understanding of societal conflicts and their effects. It contributes to research on societal conflicts by shedding some light into different types of corporate behaviors during societal conflicts and the mechanisms that affect public perceptions of such actions. And it empirically demonstrates that organizations can also gain some public relations outcomes from investing in positive corporate conflict engagement actions.

在地缘政治紧张局势和社会冲突不断加剧的时代，传统企业强调股东价值最大化的做法正日益演变为一种更面向公众的方法，其中包括社会和道德方面的考虑。组织应该投资于不是他们主要职责的活动吗？基于冲突管理、企业社会责任和公共关系文献，本研究考察了在社会冲突中采取的不同企业行动，以及这些行动如何影响公众满意度，以及这些行动对声誉、口碑和财务支持这三种公共关系结果的影响。本研究采用在俄乌冲突背景下的芬兰公众实验设计，表明企业积极参与缓解冲突对财政支持和积极的口碑意图有直接的积极影响，但对声誉没有影响。然而，当考虑公众满意度和企业信任时，对声誉和口碑意图有正向影响，而对资金支持没有正向影响。此外，人们的道德取向和冲突严重程度感知对这些影响起调节作用。本研究对冲突管理、企业社会责任和公共关系方面的现有文献有多方面的贡献。它通过结合多个视角加强理论整合，提供对社会冲突及其影响的全面理解。它有助于研究社会冲突，揭示社会冲突中不同类型的企业行为以及影响公众对这些行为的看法的机制。实证表明，组织也可以通过投资于积极的企业冲突参与行动来获得一些公共关系成果。

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引用次数: 0

Sustainability – A fading imperative? Proposing a framework of issue maturation into grand challenges 可持续发展——一种日渐式微的必要性？提出一个将问题成熟为重大挑战的框架

IF 4.1 3区管理学 Q2 BUSINESS

Public Relations Review

Pub Date : 2025-11-01 Epub Date: 2025-06-24 DOI: 10.1016/j.pubrev.2025.102601

Irina Lock

With the institutionalization of sustainability in politics, the economy, and society, it has become so normal for organisations to talk about sustainability that the question is whether the concept has reached its peak in public attention. But if this imperative is fading, what will be next? This article traces the emergence and evolution of sustainability as the grand challenge it has become today. Inspired by complexity theories, it proposes a framework that challenges issue life cycle models from the mass communication era by suggesting that media coverage alone is not a sufficient predictor for an issue’s life. Instead, if organisations want to know which issue will emerge as the next grand challenge, they have to analyse the interactions of topic-, actor-, and system-level factors. The role of organisations’ public relations strategies is considered key for issue maturation. By applying this framework, researchers and practitioners will be able to scan the environment to better understand which could be the grand challenge of tomorrow. The article speculates whether it might be net zero to follow up on sustainability. Six avenues for further empirical research to corroborate this framework for public relations research are discussed, and their implications for practice. This framework of issue maturation into grand challenges is an attempt to update foundational theories of public relations to the digital era by embracing the idea that public communication is inherently constitutive, dynamic, and nonlinear.

随着可持续性在政治、经济和社会中的制度化，组织谈论可持续性已经变得如此正常，问题是这个概念是否已经达到了公众关注的顶峰。但如果这种必要性正在消退，接下来会是什么呢？这篇文章追溯了可持续性的出现和演变，因为它已经成为今天的巨大挑战。受复杂性理论的启发，它提出了一个框架，挑战大众传播时代的问题生命周期模型，认为媒体报道本身并不能充分预测问题的生命周期。相反，如果组织想知道哪个问题将成为下一个重大挑战，他们必须分析主题、参与者和系统级因素之间的相互作用。组织的公共关系策略的作用被认为是问题成熟的关键。通过应用这一框架，研究人员和从业人员将能够扫描环境，以更好地了解哪些可能是未来的重大挑战。这篇文章推测，跟进可持续发展是否可能是净零。本文讨论了进一步实证研究以证实这一公共关系研究框架的六个途径，以及它们对实践的影响。这一将问题成熟为大挑战的框架是一种尝试，通过接受公共传播本质上是构成的、动态的和非线性的观点，将公共关系的基础理论更新到数字时代。

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引用次数: 0

Exploring corporate social advocacy and social media engagement: Insights from Ben & Jerry’s 探索企业社会倡导和社交媒体参与：来自本杰里的见解

IF 3.4 3区管理学 Q2 BUSINESS

Public Relations Review

Pub Date : 2025-11-01 Epub Date: 2025-08-12 DOI: 10.1016/j.pubrev.2025.102616

Beris Artan Özoran , Aycan Ulusan

This study investigates corporate social advocacy (CSA) and social media engagement through an in-depth analysis of Ben & Jerry’s Instagram communication as a multinational company. A mixed-methods design was employed, combining (1) a quantitative content analysis of 1257 Instagram posts shared across six English-speaking country accounts, and (2) a supervised machine-learning analysis of 11,695 user comments posted under racial and criminal justice-related CSA content on the U.S. account. The post-level analysis examined the frequency, type, and geographic variation of CSA versus CSR content. The comment-level analysis explored the distribution of user responses—such as criticism, support, boycott, and others—using a multi-class classification model trained on a manually coded sample. The findings suggest that both the volume and thematic focus of CSA content varied across national contexts, reflecting differing sociopolitical sensitivities. The comment analysis revealed a broad range of audience reactions associated with CSA category, underscoring the complex and sometimes polarizing nature of CSA communication. This study contributes theoretically by offering a cross-national perspective on CSA messaging strategies and consumer response patterns. Methodologically, it advances the use of machine learning for analyzing large-scale audience discourse. Practically, it offers guidance for brands navigating CSA in diverse cultural environments while managing reputational risks and stakeholder expectations.

本研究通过深入分析Ben &；作为一家跨国公司，杰瑞的Instagram交流。采用混合方法设计，结合(1)对六个英语国家帐户共享的1257个Instagram帖子进行定量内容分析，以及(2)对美国帐户上与种族和刑事司法相关的CSA内容下发布的11,695条用户评论进行监督机器学习分析。后水平分析检查了CSA与CSR内容的频率、类型和地理差异。评论级分析使用在手动编码样本上训练的多类分类模型探索用户响应的分布——比如批评、支持、抵制等。研究结果表明，CSA内容的数量和主题重点在不同的国家背景下有所不同，反映了不同的社会政治敏感性。评论分析揭示了与CSA类别相关的广泛的受众反应，强调了CSA传播的复杂性，有时甚至是两极化的性质。本研究提供了CSA信息传递策略和消费者反应模式的跨国视角，从而在理论上做出了贡献。在方法上，它推进了机器学习用于分析大规模受众话语的使用。实际上，它为品牌在不同的文化环境中导航CSA提供了指导，同时管理声誉风险和利益相关者的期望。

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引用次数: 0

Advocacy fit and social identity in corporate social advocacy: A multigroup analysis of public responses 企业社会倡导中的倡导契合度与社会认同：公众反应的多群体分析

IF 4.1 3区管理学 Q2 BUSINESS

Public Relations Review

Pub Date : 2025-11-01 Epub Date: 2025-07-08 DOI: 10.1016/j.pubrev.2025.102605

Duli Shi

Companies’ engagement in sociopolitical issues requires aligning corporate identity with their advocacy efforts while also connecting to publics’ social identities. This research applies the social identity approach and attribution theory to examine the impacts of advocacy fit and ingroup identification on attributed corporate social advocacy (CSA) motives and attitudes toward the company across two social groups. A randomized between-subjects experiment with 965 Prolific participants from two racial groups revealed that higher advocacy fit increased perceived values-driven motives while reducing egoistic and strategic motives, leading to more positive attitudes toward the company. Furthermore, the multigroup analytical approach showed significant group-based differences, highlighting the distinct roles of social group membership and ingroup identification in shaping CSA attributions and attitudinal responses. Importantly, CSA attributions emerged as a key mediator in explaining the effects of advocacy fit and ingroup identification, though the impacts of perceived egoistic motives varied across groups. By centering on advocacy fit and social identity, this research advances CSA scholarship by incorporating companies’ long-term identity considerations and broader societal factors, such as intergroup dynamics.

企业参与社会政治问题需要将企业形象与他们的倡导努力结合起来，同时也要与公众的社会身份联系起来。本研究运用社会认同方法和归因理论，考察了两个社会群体的宣传契合度和群体内认同对归因企业社会宣传动机和态度的影响。一项由965名来自两个种族的高产参与者组成的随机实验显示，更高的宣传度会增加价值驱动动机的感知，同时减少利己主义和战略动机，从而导致对公司的态度更积极。此外，多群体分析方法显示出显著的群体差异，突出了社会群体成员身份和群体内认同在形成CSA归因和态度反应中的独特作用。重要的是，尽管自私自利动机的影响在不同群体之间存在差异，但CSA归因在解释倡导契合和群体内认同的影响方面发挥了关键的中介作用。本研究以宣传契合度和社会认同为中心，通过将公司的长期认同考虑和更广泛的社会因素（如群体间动态）结合起来，推进了CSA研究。

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引用次数: 0

Nation branding via sportswashing: An exploration of pro-China YouTube influencers and commenters around the 2022 Winter Olympic Games 通过体育运动来塑造国家品牌：对2022年冬奥会前后亲中国的YouTube网红和评论者的探索

IF 4.1 3区管理学 Q2 BUSINESS

Public Relations Review

Pub Date : 2025-11-01 Epub Date: 2025-07-21 DOI: 10.1016/j.pubrev.2025.102611

Brandon C. Boatwright , Gregory A. Cranmer, Enamul Kabir, Cole Warms

This study examines the People’s Republic of China’s (PRC) nation branding efforts via YouTube around the 2022 Winter Olympics in Beijing. We identified eight channels with alleged affiliations to the PRC and collected 27 videos along with 21,958 corresponding comments. Drawing from extant research, we identify the foci of nation branding antecedents and strategies used by YouTube creators to promote the PRC. Furthermore, we examine the behavioral characteristics of commenters across videos to differentiate between account types and evaluate engagement and semantic utilization differences between account types. Results from the analysis of YouTube videos identified two broad functions of nation branding (building a desirable brand for the PRC and addressing undesirable aspects of the PRC brand), served by six categories of strategies (bolstering, appeals to others, attacking sources, calling critique into question, leveraging sport as an apolitical topic, and downplaying ethical concerns). Using various behavioral characteristics of commenter data, we differentiate between account types (“potentially coordinated accounts” and “likely average users”) to evaluate differences in engagement rates and semantic utilization between accounts. Theoretical and practical implications are addressed.

这项研究考察了中国在2022年北京冬奥会期间通过YouTube进行的国家品牌推广工作。我们确定了8个据称与中国有关联的频道，并收集了27个视频以及21,958条相应评论。根据现有的研究，我们确定了YouTube创作者用于推广中国的国家品牌前因和策略的焦点。此外，我们研究了视频评论的行为特征，以区分不同的账户类型，并评估账户类型之间的参与度和语义利用差异。对YouTube视频的分析结果确定了国家品牌的两大功能（为中华人民共和国建立一个理想的品牌和解决中华人民共和国品牌的不良方面），通过六类策略（支持，吸引他人，攻击来源，质疑批评，利用体育作为一个非政治话题，淡化道德问题）提供服务。使用评论数据的各种行为特征，我们区分帐户类型（“潜在协调帐户”和“可能的普通用户”），以评估帐户之间参与率和语义利用率的差异。讨论了理论和实践意义。

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引用次数: 0

#KateGate: How the passionate energy of publics’ social media posts affected the royal communications crisis #KateGate：公众在社交媒体上发布的充满激情的帖子是如何影响王室沟通危机的

IF 4.1 3区管理学 Q2 BUSINESS

Public Relations Review

Pub Date : 2025-09-01 Epub Date: 2025-05-29 DOI: 10.1016/j.pubrev.2025.102590

Ashleigh Logan-McFarlane

This paper analyzes how passionate publics creatively reshaped the crisis narrative during the British Royal Family’s 2024 #KateGate controversy. When the Royal Communications team released vague and inconsistent messages about Princess Kate’s absence from public life, a narrative void emerged—one rapidly filled by publics operating across social media platforms. Drawing from a decade of immersive netnographic research on royal fandom and influencer networks, this study reveals how publics responded with a surge of humor, visual creativity, digital remixing, and alternative storytelling. Rather than casting publics as passive consumers of PR, this paper positions them as participatory cultural actors who interpret, contest, and even co-author institutional messages. Passion, in this context, is not just an emotion but a structuring force which organizes attention, drives critique, and sustains the viral circulation of memes, remixes, and reframed messages. By tracing how collective intelligence materializes through digital play and satire, the study contributes to crisis communication theory by advancing a cultural model of PR engagement. It urges PR professionals to look beyond sentiment analysis and consider how passionate publics detect inconsistencies, challenge legitimacy, and propose alternative narratives. Publics are not a problem to be managed but are potential collaborators and opponents in PR professionals’ active shaping of meaning.

本文分析了在英国王室2024年的#KateGate争议中，热情的公众是如何创造性地重塑危机叙事的。当皇家传播团队发布了关于凯特王妃缺席公共生活的模糊和不一致的信息时，一个叙事空白出现了——一个迅速被社交媒体平台上的公众所填补的空白。这项研究对王室粉丝圈和网红网络进行了长达十年的沉浸式网络研究，揭示了公众是如何用幽默、视觉创意、数字混音和另类叙事方式做出反应的。本文没有将公众定位为公关的被动消费者，而是将他们定位为参与文化的行动者，他们解释、竞争甚至共同撰写机构信息。在这种情况下，激情不仅仅是一种情感，而且是一种组织注意力、推动批评、维持模因、重新混合和重新构建信息的病毒式循环的结构力量。通过追踪集体智慧如何通过数字游戏和讽刺实现，该研究通过推进公关参与的文化模型，为危机传播理论做出了贡献。它敦促公关专业人士超越情感分析，考虑热情的公众如何发现不一致，挑战合法性，并提出不同的叙述。公众不是一个需要管理的问题，而是公关专业人员积极塑造意义的潜在合作者和对手。

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引用次数: 0