Journal of Communication Management最新文献_第10页

Boards and social media: the institutionalization of corporate social media policy 董事会与社交媒体:企业社交媒体政策的制度化

IF 3.1 Q1 Social Sciences

Journal of Communication Management

Pub Date : 2022-06-10 DOI: 10.1108/jcom-06-2021-0066

Shawn Porter, T. Hunter

PurposeThe authors' work examines whether coercive forces in the general regulatory environment lead to similarity in social media policy across industries and if memetic forces of industry-specific values and norms lead to greater similarity of social media policy within industries.Design/methodology/approachCorporate social media policies were analyzed using a convergent parallel mixed method design to assess and identify themes and similarities. Using an institutional theory lens, this paper examines whether coercive forces in the general regulatory environment lead to similarities in social media policies across industries, and if mimetic forces from industry-specific norms lead to greater similarity of social media policies within industries. Findings suggest that industry-specific, institutional field-level mimetic forces have a greater effect on social media policy isomorphism than environmental-level coercive forces. This study represents the first assessment of corporate social media policies across organizations and industries.FindingsFindings suggest that industry-specific, institutional field-level mimetic forces have a greater effect on social media policy isomorphism than environmental-level coercive forces.Research limitations/implicationsLimitations related to sampling were primarily related to policy collection. To deal with these limitations, the sample was planned to allow for the inclusion of both randomly selected North American companies from the Fortune 500 list and another random selection of 35 companies from within a convenience sample of 100 North American firms who had a publicly available social media policy online.Practical implicationsThe authors' research speaks to management, directors and researchers who work with policy, governance or risk management as the authors demonstrate the effect regulatory and normative institutions have on social media policies: stakeholders within and without given industries are forcing firms to develop legitimacy-providing social media policies by penalizing those that do not. The authors' findings demonstrate that firms respond to the 21st Century potential corporate risk of unsanctioned social media communications by developing corporate social media policies with similar themes. By identifying the themes common in corporate social media policies, the authors have identified best practices constituting a risk mitigation tool for boards.Originality/valueThe authors' approach is innovative in focus and approach. First, using an institutional theory lens, the authors assess the influence of regulatory and memetic forces on social media policies as a formal structure within an institutional field. Second, the authors' approach includes the first major assessment of North American social media policies across a wide array of organizations and industries, adding to understanding about approaches currently used to manage increased social media use in the workplace.

作者的研究考察了一般监管环境中的强制力量是否会导致各行业社交媒体政策的相似性，以及行业特定价值观和规范的模因力量是否会导致行业内社交媒体政策的更大相似性。设计/方法/方法使用融合并行混合方法设计来分析企业社交媒体政策，以评估和确定主题和相似性。本文运用制度理论的视角，考察了一般监管环境中的强制力是否会导致各行业社交媒体政策的相似性，以及来自行业特定规范的模仿力是否会导致行业内社交媒体政策的更大相似性。研究结果表明，特定行业、制度领域层面的模仿力对社交媒体政策同构的影响大于环境层面的强制力。这项研究首次对跨组织和行业的企业社交媒体政策进行了评估。研究结果表明，与环境层面的强制力量相比，特定行业、制度领域层面的模仿力量对社交媒体政策同构的影响更大。研究限制/启示与抽样有关的限制主要与政策收集有关。为了解决这些限制，该样本计划允许从财富500强名单中随机选择的北美公司，以及从100家北美公司的方便样本中随机选择的35家公司，这些公司在网上有公开的社交媒体政策。实际意义作者的研究向从事政策、治理或风险管理工作的管理层、董事和研究人员讲述了监管和规范性机构对社交媒体政策的影响:特定行业内外的利益相关者正通过惩罚那些不这样做的公司，迫使公司制定提供合法性的社交媒体政策。作者的研究结果表明，企业通过制定具有类似主题的企业社交媒体政策来应对21世纪未经批准的社交媒体传播的潜在企业风险。通过确定企业社交媒体政策中常见的主题，作者确定了构成董事会风险缓解工具的最佳做法。原创性/价值作者的方法在焦点和方法上是创新的。首先，使用制度理论的视角，作者评估了监管和模因力量对社会媒体政策作为制度领域内的正式结构的影响。其次，作者的方法包括对北美广泛组织和行业的社交媒体政策的第一次主要评估，增加了对目前用于管理工作场所日益增加的社交媒体使用的方法的理解。

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引用次数: 0

Humanistic communication professionals: dialogue and listening skills as core competencies of humanistic communication professionals in the Netherlands 人文传播专业人士:对话和倾听技能是荷兰人文传播专业人士的核心能力

IF 3.1 Q1 Social Sciences

Journal of Communication Management

Pub Date : 2022-05-17 DOI: 10.1108/jcom-12-2020-0162

Marjon Elshof, B. Hendrawan

PurposeMany organisations wrestle with how to develop value-oriented businesses and societies. A humanistic communication approach that promotes understanding and dialogue amongst stakeholders can contribute to a solution. Communication professionals play a pivotal role in achieving a humanistic communication process. This paper aims to determine the significance of humanistic communication professionals and their characteristics.Design/methodology/approachA literature review was conducted to identify the characteristics of humanistic communication professionals. Thereafter, the extent to which such characteristics have been implemented in competency models in the Netherlands was investigated. This country’s strong tradition of developing competencies for communication professionals has resulted in competency models that serve as standards for professional development.FindingsThe literature review shows that a humanistic approach to communication is characterised by dialogic engagement and social listening to build and maintain trust, foster transparency and create engagement with stakeholders. Communication professionals can act as “cultural interpreters”, “organisational listeners” and “stewards of meaning”. The human element plays a key factor in the competency standards for communication professionals in the Netherlands, although the extent to which they are embedded varies. The analysis shows a shift from passing on a message towards dialogue and engagement.Originality/valueMost studies of communication professionals’ competencies have been based on roles or tasks they perform. Little scholarly attention has been paid to competencies that add to developing value-oriented businesses and societies. This paper focuses specifically on how communication professionals can contribute to creating humanistic organisations.

许多组织都在努力发展以价值为导向的企业和社会。促进利益相关者之间理解和对话的人文沟通方法有助于解决问题。传播专业人员在实现人性化的传播过程中起着举足轻重的作用。本文旨在确定人文传播专业人才的意义及其特点。设计/方法/方法通过文献综述来确定人文传播专业人员的特征。此后，这些特征在荷兰的胜任力模型中实施的程度进行了调查。这个国家培养沟通专业人员能力的强大传统导致了作为专业发展标准的能力模型。文献综述表明，人文主义的沟通方式的特点是对话参与和社会倾听，以建立和维持信任，促进透明度，并与利益相关者建立联系。交际专业人士可以扮演“文化诠释者”、“组织倾听者”和“意义管家”的角色。人的因素在荷兰传播专业人员的能力标准中起着关键作用，尽管他们被嵌入的程度各不相同。分析显示，从传递信息到对话和参与的转变。原创性/价值大多数关于传播专业人员能力的研究都是基于他们所扮演的角色或任务。学术界很少关注那些有助于发展以价值为导向的企业和社会的能力。本文特别关注传播专业人员如何为创建人性化组织做出贡献。

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引用次数: 3

Messy talk: an unanticipated process of problem-solving and knowledge creation 凌乱的谈话:一个意想不到的解决问题和创造知识的过程

IF 3.1 Q1 Social Sciences

Journal of Communication Management

Pub Date : 2022-05-04 DOI: 10.1108/jcom-04-2021-0039

Dron M. Mandhana

PurposeThis paper discusses the communicative process of messy talk that enables collaborative problem-solving and tacit knowledge sharing among interdisciplinary team members. The paper aims to (1) trace relevant literature and lay out the conceptual and operational definitions of messy talk, (2) highlight messy talk as an enacted communication competence and (3) discuss the antecedents of messy talk and offer empirical propositions to guide future research.Design/methodology/approachThis conceptual paper traces and integrates relevant literature from the construction, management and organizational and group communication disciplines to promote and foster research on messy talk.FindingsBased on extant research on messy talk, the paper first provides clear conceptual and operational definitions of the messy talk construct. Second, using practice perspective, messy talk is presented as an enacted communication competence that focuses on the ongoing demands of the context and the situated practices of organizational members. Third, several factors including team members' technical expertise, task routineness, team history, time pressure and information sharing systems that influence the amount of messy talk conversations in teams are discussed. Lastly, the paper underscores the key implications of considering messy talk as an enacted communication competence on the performance and training of knowledge workers.Originality/valueThe presentation of messy talk as an enacted communication competence is a deliberate consideration of knowledge as an emergent, intersubjectively negotiated phenomenon that is deeply rooted in practice.

目的探讨凌乱谈话的交际过程，促进跨学科团队成员之间的协作解决问题和隐性知识共享。本文旨在(1)追溯相关文献，梳理混乱话语的概念和操作定义;(2)强调混乱话语作为一种既定的交际能力;(3)讨论混乱话语的前因，并提供实证命题，以指导未来的研究。设计/方法论/方法这篇概念性论文追溯并整合了建筑、管理、组织和群体沟通学科的相关文献，以促进和促进凌乱谈话的研究。研究结果基于现有的凌乱话语研究，本文首先对凌乱话语结构给出了清晰的概念和操作定义。其次，从实践的角度来看，凌乱谈话被视为一种既定的沟通能力，它关注于环境的持续需求和组织成员的情境实践。第三，讨论了影响团队中杂乱谈话数量的几个因素，包括团队成员的技术专长、任务例行性、团队历史、时间压力和信息共享系统。最后，本文强调了将混乱谈话视为一种制定的沟通能力对知识型员工的绩效和培训的关键意义。独创性/价值将杂乱的谈话作为一种制定的沟通能力的呈现，是对知识作为一种紧急的、主体间协商的现象的深思熟虑的考虑，这种现象深深植根于实践中。

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引用次数: 0

Activist public relations in developing contexts where rules and norms collide: insights from two activist organizations against gender-based violence in Bangladesh 规则与规范冲突的发展背景下的活动家公共关系:来自孟加拉国反对性别暴力的两个活动家组织的见解

IF 3.1 Q1 Social Sciences

Journal of Communication Management

Pub Date : 2022-04-27 DOI: 10.1108/jcom-09-2021-0101

Habib Mohammad Ali, Shima Saniei, Patrick O'Leary, Jennifer Boddy

Purpose

This study aims to broaden the understanding of activist public relations in developing contexts. The power of formal laws and policies in developing contexts diminishes by traditional norms and authorities, and therefore, a great deal of activist public relations efforts is devoted to controlling destructive norms and informal authorities. Activist public relations literature often assumes powerful formal institutions that are capable to control behaviors. The authors challenge this assumption by exploring activist public relations against gender-based violence (GV) in Bangladesh.

Design/methodology/approach

This study took an interpretative and social constructionist approach to examine public relations practices of two GV activist organizations in Bangladesh. The data were collected through observation, interviews and document analysis of four campaigns. The data were coded in NVivo.

Findings

The data show that the activist organizations used public relations campaigns for informal institutional work. The campaigns included educating various publics and storytelling to build supporting identities, norms and networks to address GV in Bangladesh.

Research limitations/implications

The study has been limited to advocacy campaign of the non-governmental organizations.

Practical implications

The knowledge from this study can be applied to the social development sectors where public relations is used to activate activism. In addition, the public relations practitioners and scholars can find how activists public relations is emerging in developing context.

Originality/value

The findings suggest that activist public relations in developing contexts carry out institutional work and create informal institutions to compensate for the formal institutional voids. In addition, this paper highlights the role of public relations in institutional work, to create and maintain contributory institutions or disrupt disturbing institutions.

目的本研究旨在拓展对发展中情境下积极分子公共关系的理解。在发展中环境中，正式法律和政策的力量因传统规范和权威而减弱，因此，大量积极的公共关系努力致力于控制破坏性规范和非正式权威。激进主义公共关系文学通常假设有能力控制行为的强大的正式机构。作者通过探索孟加拉国反对性别暴力的激进公共关系来挑战这一假设。本研究采用解释主义与社会建构主义的方法，检视孟加拉两个全球之声社运组织的公共关系实践。通过观察、访谈和文献分析四次活动收集数据。数据在NVivo中编码。调查结果数据显示，激进组织利用公共关系运动进行非正式的制度工作。这些活动包括教育不同的公众和讲故事，以建立支持性的身份、规范和网络，以解决孟加拉国的全球之声问题。研究局限/影响本研究仅限于非政府组织的宣传运动。实际意义本研究的知识可以应用于社会发展部门，在这些部门中，公共关系被用来激活行动主义。此外，公共关系的实践者和学者们也可以从中发现积极分子公共关系是如何在发展的语境中出现的。原创性/价值研究结果表明，在发展中环境下，积极的公共关系开展制度工作，并创建非正式制度来弥补正式制度的空白。此外，本文还强调了公共关系在机构工作中的作用，以创建和维持有益的机构或破坏令人不安的机构。

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引用次数: 0

Employee influencer management: evidence from state-owned enterprises in Indonesia 员工影响力管理：来自印尼国有企业的证据

IF 3.1 Q1 Social Sciences

Journal of Communication Management

Pub Date : 2022-04-19 DOI: 10.1108/jcom-03-2021-0031

N. Arief, A. Gregory, Aria Bayu Pangestu, D. M. A. Ramdlany, I. Sanjaya

PurposeThe purpose of this study is to explore how Indonesian state-owned enterprises (SOEs) select and “manage” employee influencers in order to engage more effectively with younger generations.Design/methodology/approachThe study applies a mixed-methods approach. Quantitative data were obtained by analyzing Instagram content with samples for analysis being taken from company-related posts from June 2018 to June 2020. Qualitative data collection was by two focus group discussions (FGD). The FGDs comprised in total, 22 employee influencers representing the 11 sectors of SOEs in Indonesia.FindingsThe article examines how employee influencers engage with others; how they are chosen by their organizations; how they are managed and the support they need from their employers. It was discovered that a careful triangulation is required between employees as influencers, their followers and SOE communication hubs. A key factor is maintaining the authentic relationship between employee influencers and their followers. A conceptual model of employee influencer management for Indonesia is proposed.Research limitations/implicationsThe research provides useful insights for communication management, marketing, and human resources in developing and supporting the role of employee influencers.Practical implicationsThe research provides useful insights for communication management, marketing and human resources in developing and supporting the role of employee influencers. The suggested model is of practical utility for SOEs for managing employee influencers in Indonesia and provides valuable indicators for other countries.Originality/valueThe study of SOEs’ employee influencers has not been explored previously in the literature. This, combined with the Indonesian perspective, brings new insights to the field. Social media use is especially high in Indonesia, so it acts as a good exemplar for the field. It also builds on the growing literature about the importance of employees as influencer, especially in the social media space. The model also make a theoretical contribution.

本研究的目的是探讨印尼国有企业(SOEs)如何选择和“管理”员工影响者，以便更有效地与年轻一代接触。设计/方法/方法本研究采用混合方法。通过分析Instagram内容获得定量数据，分析样本取自2018年6月至2020年6月与公司相关的帖子。定性数据收集是通过两次焦点小组讨论(FGD)进行的。fgd共有22名有影响力的员工，代表印度尼西亚国有企业的11个部门。这篇文章研究了员工影响者如何与他人互动;他们是如何被他们的组织选择的;他们是如何被管理的，以及他们需要雇主的支持。我们发现，作为影响者的员工、他们的追随者和国企沟通中心之间需要仔细的三角关系。一个关键因素是保持员工影响者和他们的追随者之间的真实关系。提出了一种适用于印度尼西亚的员工影响者管理概念模型。本研究为沟通管理、市场营销和人力资源在发展和支持员工影响者角色方面提供了有用的见解。实践意义本研究为沟通管理、市场营销和人力资源在发展和支持员工影响者的作用方面提供了有用的见解。所建议的模型对印尼国有企业管理员工网红具有实用价值，并为其他国家提供了有价值的指标。原创性/价值对国有企业员工影响者的研究在以前的文献中没有被探讨过。这与印尼的观点相结合，为该领域带来了新的见解。印尼的社交媒体使用率特别高，因此它为该领域树立了一个很好的榜样。它还建立在越来越多的关于员工作为影响者的重要性的文献基础上，尤其是在社交媒体领域。该模型也做出了一定的理论贡献。

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引用次数: 3

Perceived organizational authenticity in LGBTQ communication: the scale development and initial empirical findings LGBTQ沟通中的组织真实性感知:规模发展与初步实证研究

IF 3.1 Q1 Social Sciences

Journal of Communication Management

Pub Date : 2022-04-19 DOI: 10.1108/jcom-02-2021-0023

H. Lim, E. Ciszek, W. Moon

PurposeThe purpose of this study is to develop an integrative concept of perceived authenticity that captures a more nuanced perception of authenticity among LGBTQ stakeholders and to examine the effects of perceived organizational authenticity on Pride campaign evaluations.Design/methodology/approachWith 400 LGBTQ/non-LGBTQ participants, we developed a perceived organizational authenticity (POA) scale - adapted from marketing literature - adding representativeness as the fifth dimension to the context of LGBTQ communication. We also examined the differences between LGBTQ participants and non-LGBTQ participants in perceiving authenticity and evaluating the Pride 2020 campaign in terms of brand attitude, skepticism and purchase intention.FindingsOur scale development resulted in a 20-item POA scale measuring five dimensions: continuity, credibility, integrity, symbolism and representativeness. We also found that POA increases brand attitude and purchase intention while mitigating skepticism toward the Pride 2020 campaign.Research limitations/implicationsThis study provides not only empirical support for perceived authenticity literature across communication disciplines including marketing as well as public relations, but it also propels an interdisciplinary approach to POA scale development.Practical implicationsThe POA scale can be used to measure the effectiveness of organizational communication as well as stakeholder perception of authenticity. This research provides guidelines regarding how POA of LGBTQ communication might be enhanced.Originality/valueThis study developed a POA scale in the context of LGBTQ communication. This study is innovative in developing a POA scale that can be used to measure the effectiveness of public relations and communication efforts, as well as perceived authenticity of LGBTQ communication.

本研究的目的是建立一个感知真实性的综合概念，以捕捉LGBTQ利益相关者对真实性的更细微的感知，并研究感知组织真实性对骄傲运动评估的影响。在400名LGBTQ/非LGBTQ参与者中，我们开发了一个感知组织真实性(POA)量表——改编自市场营销文献——将代表性作为LGBTQ交流背景的第五个维度。我们还研究了LGBTQ参与者和非LGBTQ参与者在感知真实性和评估“骄傲2020”活动方面的差异，包括品牌态度、怀疑态度和购买意愿。结果发现，我们开发了一个20项的POA量表，测量了五个维度:连续性、可信度、完整性、象征主义和代表性。我们还发现，POA增加了品牌态度和购买意愿，同时减轻了对“骄傲2020”活动的怀疑。研究局限/启示本研究不仅为跨传播学科(包括市场营销学和公共关系学)的感知真实性文献提供了实证支持，而且推动了跨学科研究POA量表的发展。实践意义POA量表可以用来衡量组织沟通的有效性以及利益相关者对真实性的感知。本研究为如何提高LGBTQ交流的POA提供了指导。原创性/价值本研究编制了一个LGBTQ交际语境下的POA量表。本研究的创新之处在于开发了一个POA量表，可以用来衡量公共关系和传播工作的有效性，以及LGBTQ传播的感知真实性。

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引用次数: 4

Purpose vs mission vs vision: persuasive appeals and components in corporate statements 目的与使命与愿景：企业声明中的说服力和组成部分

IF 3.1 Q1 Social Sciences

Journal of Communication Management

Pub Date : 2022-04-13 DOI: 10.1108/jcom-09-2021-0108

A. Fitzsimmons, Y. Qin, Eve R. Heffron

PurposePurpose statements persuade stakeholders of companies' reasons for being. The goal of this study was to analyze how purpose-driven companies craft their purpose, mission and vision statements and whether and how purpose statements differ from mission and vision statements.Design/methodology/approachThis quantitative content analysis explored the brand personality traits, mission statement components and corporate ethos appeals that purpose-driven companies included in their purpose, mission and vision statements.FindingsResults provide implications for corporate leaders and communicators who write these statements as well as theoretical implications related to brand personality, rhetorical theory and corporate ethos.Practical implicationsThis research provides practical implications for corporate leaders and communication professionals about how to craft these statements, what components they might include and the potential benefits and downfalls of not clearly differentiating among purpose, mission and vision statements.Originality/valueWhile several studies have compared differences between mission and vision statements, there is a lack of academic literature on how companies craft purpose statements. This study added to this body of knowledge on corporate communication.

目的目的声明说服利益相关者了解公司存在的原因。本研究的目的是分析目标驱动型公司如何制定其目标、使命和愿景声明，以及目标声明是否以及如何与任务和愿景声明不同。设计/方法论/方法这一定量内容分析探讨了目标驱动型公司在其目标、使命和愿景声明中所包含的品牌个性特征、使命声明组成部分和企业精神诉求。研究结果为撰写这些声明的企业领导者和传播者提供了启示，也为品牌个性、修辞理论和企业精神提供了理论启示。实际含义这项研究为企业领导者和沟通专业人士提供了实际含义，包括如何制定这些声明，这些声明可能包括哪些组成部分，以及不明确区分目标、使命和愿景声明的潜在好处和坏处。原创性/价值虽然一些研究比较了使命和愿景声明之间的差异，但缺乏关于公司如何制定目标声明的学术文献。这项研究增加了关于企业沟通的知识。

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引用次数: 2

Framing the strategic R&D paradigm shift in Big Pharma: a content analysis of pharmaceutical annual reports 构建大型制药公司的战略研发范式转变:制药公司年度报告的内容分析

IF 3.1 Q1 Social Sciences

Journal of Communication Management

Pub Date : 2022-04-05 DOI: 10.1108/jcom-05-2021-0052

Mary E. Schramm, Katie R. Place, A. Laskin

PurposeBetween 1985 and 2000, the six largest US pharmaceutical firms entered a very active period of partnerships with other pharmaceutical firms to expand their knowledge of biotechnology-based research and development (R&D) frameworks and to bolster the growth of their drug portfolios. The purpose of this study is to examine the annual reports published by these companies for evidence of strategic framing of these partnerships.Design/methodology/approachA content analysis method was most appropriate for this study, as it allows for analysis of a large amount of information and accurate analysis over time. Ninety-six annual reports from the six major US pharmaceutical firms (Abbott, Bristol Myers Squibb, Eli Lilly, Johnson and Johnson, Merck, and Pfizer) were coded. The final codebook included 18 categories derived from framing theory. After collection, the data were uploaded to SPSS for statistical analysis.FindingsResults indicate that mention of partnerships grew considerably in depth and length over time, but companies did not consistently employ frames to describe why or how they engaged in external partnerships.Originality/valueThis is the first study to assess mentions of pharmaceutical firms' external efforts to build their R&D programs and drug portfolios, from the intersecting perspectives of framing theory and the resource-based view (RBV) of the firm, to illustrate how changes were communicated to shareholders during a dynamic period of change within the industry.

1985年至2000年间，美国六大制药公司与其他制药公司进入了一个非常活跃的合作时期，以扩大他们在基于生物技术的研发框架方面的知识，并支持其药物组合的增长。本研究的目的是研究这些公司发布的年度报告，以证明这些合作伙伴关系的战略框架。设计/方法/方法内容分析方法最适合于本研究，因为它允许分析大量信息并随着时间的推移进行准确分析。美国六大制药公司(雅培、百时美施贵宝、礼来、强生、默克和辉瑞)的96份年度报告被编码。最终的密码本包括18个类别，这些类别来自框架理论。收集完成后，将数据上传到SPSS进行统计分析。研究结果表明，随着时间的推移，对合作伙伴关系的提及在深度和长度上都有很大的增长，但公司并没有始终如一地使用框架来描述他们为什么或如何参与外部合作伙伴关系。原创性/价值这是第一个从框架理论和公司资源基础观点(RBV)的交叉视角评估制药公司建立其研发计划和药物组合的外部努力的研究，以说明在行业动态变化时期，变化是如何传达给股东的。

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引用次数: 0

Examining response engagement in online interactions between US government agencies and citizens 研究美国政府机构和公民之间在线互动的响应参与

IF 3.1 Q1 Social Sciences

Journal of Communication Management

Pub Date : 2022-02-18 DOI: 10.1108/jcom-07-2021-0078

J. Tsai, Janice Sweeter, Elizabeth Candello

PurposeEmail communication is indispensable for US state agencies to respond to citizen requests and engage with constituents, contributing to building trust in local governments. While prior studies examine the responsiveness of elected officials, the quality of virtual interactions between government organizations and citizens is often overlooked. This study aims to investigate how US government agencies capitalize on the potential of online interactions with constituents to manage generic queries and introduce the response engagement index (REI) consisting of response time, reactive transparency and message interactivity to evaluate levels of communicative engagement.Design/methodology/approachThe authors conducted a field experiment encompassing emailing a request to 547 state agencies based in the five largest states and one small state. A total of 377 organizational responses were manually analyzed to reveal the usages of six communicative engagement strategies.FindingsThe results show the potential of online communication is underutilized as the average score of response engagement remains low. Human responses are less engaging than auto-reply messages and require a one-day waiting period, if not longer. Response types and gender of government communicators significantly differ in response time and engagement strategies. The findings identify divergent patterns of response engagement and provide practical implications for facilitating citizen engagement.Research limitations/implicationsThis research fills a critical gap by investigating the quality of online interactions between US government agencies and citizens. The authors develop a theory-grounded tool of response engagement to identify three features: response speed, reactive transparency and interactivity. The findings can improve the quality of email communication in state agencies, enhancing governance quality. The REI proposed here addresses what Pfau (2008) deemed problematic for communication scholarship: research is sparse on “functional issues” that examine the communication process. Pfau argued for research that provides knowledge of interest across disciplines so as to “cross-fertilize” ideas between political communication and public relations; this study sought to bridge that gap with a theoretical and practical tool for building public trust in governments.Practical implicationsTo support the evaluation of transparent and responsive governments, reliable and valid measurements are needed. The proposed REI provides practitioners with a theory-grounded tool to identify areas of engagement quality in government responses. The findings can be used to improve the quality of email communication in state agencies, enhancing governance quality.Social implicationsCitizens seek reciprocal dialogue through prompt, open and interactive communication. US state agencies should leverage the engagement features for increasing citizen trust – response time, reactive transparency and inte

目的电子邮件沟通对于美国州政府机构响应公民请求和与选民互动是不可或缺的，有助于建立对地方政府的信任。虽然先前的研究考察了民选官员的反应能力，但政府组织与公民之间虚拟互动的质量往往被忽视。本研究旨在调查美国政府机构如何利用与选民在线互动的潜力来管理通用查询，并引入响应参与指数(REI)，该指数由响应时间、反应透明度和消息交互性组成，以评估沟通参与水平。设计/方法/方法作者进行了一项实地实验，其中包括向五个最大的州和一个小州的547个州机构发送电子邮件请求。我们对377个组织回复进行了人工分析，以揭示六种沟通参与策略的使用情况。调查结果显示，在线交流的潜力没有得到充分利用，因为回复参与度的平均得分仍然很低。人工回复不如自动回复那么吸引人，而且需要等待一天，甚至更长时间。政府传播者的反应类型和性别在反应时间和参与策略上存在显著差异。研究结果确定了反应参与的不同模式，并为促进公民参与提供了实际意义。研究局限/启示本研究通过调查美国政府机构和公民之间在线互动的质量，填补了一个关键的空白。作者开发了一个基于理论的响应参与工具，以确定三个特征:响应速度，反应透明度和交互性。研究结果可以改善国家机关的电子邮件沟通质量，提高治理质量。这里提出的REI解决了Pfau(2008)认为传播学术存在的问题:研究传播过程的“功能问题”的研究很少。Pfau主张研究提供跨学科的知识，以便在政治传播和公共关系之间“交叉施肥”思想;这项研究试图用一种建立公众对政府信任的理论和实践工具来弥合这一差距。为了支持对透明和反应迅速的政府进行评估，需要可靠和有效的衡量标准。建议的REI为从业人员提供了一种基于理论的工具，以确定政府回应中涉及参与质量的领域。研究结果可用于改善国家机构的电子邮件通信质量，提高治理质量。社会意义公民通过及时、开放和互动的沟通寻求互惠对话。在回应公众询问时，美国政府机构应该利用参与功能来增加公民的信任——反应时间、反应透明度和互动性。最终，如果政府机构没有及时和积极地回应公众的需求，就无法加强对利益相关者服务利益的信任。原创性/价值这个实地实验是最早关注美国政府机构对信息请求的反应的实验之一。它引入了一个新的REI来评估政府/公民交流中的沟通参与。

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引用次数: 1

Analysis of effective recall in radio advertising 广播广告中的有效召回分析

IF 3.1 Q1 Social Sciences

Journal of Communication Management

Pub Date : 2022-02-01 DOI: 10.1108/jcom-09-2021-0104

Ana Pedreño-Santos, J. García-Madariaga

PurposeThe purpose of this research is to determine the relationship between frequency and recall in radio advertising by studying the main features of reach and frequency.Design/methodology/approachThe authors consider the outcome of a frequency model specifically designed for radio campaigns that gives the probability distribution of recall as a function of weekly exposures and GRPs over a dataset of 1,117 radio campaigns broadcast in Spain.FindingsAn increase in factors such as advertising format and creativity are more significant to achieve effective recall than increasing the number of advertising exposures.Practical implicationsThis study has important managerial implications regarding radio campaigns' planning: (1) Effective frequency is a range between 4 and 17 impressions (being 7 the optimal average). (2) The way to optimize the campaign is by using the following factors: live read format (∆ 4.4%), good creativity (∆ 2.8%), endorsement format (∆ 2%), sponsorship format (∆ 1.8%), increase the length of the spot (∆ 1.5%), place the ad in first (∆ 0.8%) or last (∆ 0.7%) positions in the pod. From the results we conclude that the format is at least as important as the creativity itself.Originality/valueThis study contributes to the effective repetition literature in two ways: giving specific clues to the effective frequency in the radio medium and setting advertising factors that predict the effective frequency in radio.

目的本研究的目的是通过研究覆盖率和频率的主要特征来确定广播广告中频率与回忆之间的关系。设计/方法/方法作者考虑了专门为广播活动设计的频率模型的结果，该模型在西班牙广播的1117个广播活动的数据集上给出了召回的概率分布，作为每周曝光量和GRP的函数而不是增加广告曝光次数。实际意义本研究对广播活动的规划具有重要的管理意义：（1）有效频率在4到17次印象之间（7次是最佳平均值）。（2）优化活动的方法是使用以下因素：现场阅读格式（∆4.4%）、良好的创造力（∆2.8%）、背书格式（∆2%）、赞助格式（∆1.8%）、增加插播广告的长度（∆1.5%）、将广告放在插播广告中的第一个（∆0.8%）或最后一个位置（∆0.7%）。从结果中我们得出结论，形式至少和创造力本身一样重要。原创性/价值本研究从两个方面为有效重复文献做出了贡献：为广播媒体中的有效频率提供具体线索，并设定预测广播中有效频率的广告因素。

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引用次数: 1