{"title":"新闻/讨论 通过社交媒体传播企业社会责任的价值和互动性","authors":"Z. Lew, C. Stohl","doi":"10.1177/08933189241261671","DOIUrl":null,"url":null,"abstract":"Social media have great potential to facilitate corporate social responsibility (CSR) dialogue between companies and their stakeholders, but two fundamental issues remain: how to encourage greater participation/dialogue and how to avoid the development of echo chambers, whereby participants merely reinforce their previously held views, potentially increasing the polarization of stakeholders. The problem of participation is grounded in people’s reluctance to comment on social media, and concerns with echo chambers arise when social media comments merely reinforce company statements. This research hypothesized that people’s willingness to comment increases when company replies are perceived to be contingent on past comments and when there is uncertainty, rather than negativity, in the comments. Results supported only the latter. Additionally, the study investigated the valence of comments and responses, exploring whether valenced comments engender potentially opinion-reinforcing echo chambers. Results showed that uncertainty tended to foster more interaction and questions, and that negativity inspired more negative comments.","PeriodicalId":47743,"journal":{"name":"Management Communication Quarterly","volume":null,"pages":null},"PeriodicalIF":1.9000,"publicationDate":"2024-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"News/Discussion Values and Interactivity in Corporate Social Responsibility Communication via Social Media\",\"authors\":\"Z. Lew, C. Stohl\",\"doi\":\"10.1177/08933189241261671\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Social media have great potential to facilitate corporate social responsibility (CSR) dialogue between companies and their stakeholders, but two fundamental issues remain: how to encourage greater participation/dialogue and how to avoid the development of echo chambers, whereby participants merely reinforce their previously held views, potentially increasing the polarization of stakeholders. The problem of participation is grounded in people’s reluctance to comment on social media, and concerns with echo chambers arise when social media comments merely reinforce company statements. This research hypothesized that people’s willingness to comment increases when company replies are perceived to be contingent on past comments and when there is uncertainty, rather than negativity, in the comments. Results supported only the latter. Additionally, the study investigated the valence of comments and responses, exploring whether valenced comments engender potentially opinion-reinforcing echo chambers. Results showed that uncertainty tended to foster more interaction and questions, and that negativity inspired more negative comments.\",\"PeriodicalId\":47743,\"journal\":{\"name\":\"Management Communication Quarterly\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":1.9000,\"publicationDate\":\"2024-06-10\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Management Communication Quarterly\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1177/08933189241261671\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"COMMUNICATION\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Management Communication Quarterly","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/08933189241261671","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"COMMUNICATION","Score":null,"Total":0}
News/Discussion Values and Interactivity in Corporate Social Responsibility Communication via Social Media
Social media have great potential to facilitate corporate social responsibility (CSR) dialogue between companies and their stakeholders, but two fundamental issues remain: how to encourage greater participation/dialogue and how to avoid the development of echo chambers, whereby participants merely reinforce their previously held views, potentially increasing the polarization of stakeholders. The problem of participation is grounded in people’s reluctance to comment on social media, and concerns with echo chambers arise when social media comments merely reinforce company statements. This research hypothesized that people’s willingness to comment increases when company replies are perceived to be contingent on past comments and when there is uncertainty, rather than negativity, in the comments. Results supported only the latter. Additionally, the study investigated the valence of comments and responses, exploring whether valenced comments engender potentially opinion-reinforcing echo chambers. Results showed that uncertainty tended to foster more interaction and questions, and that negativity inspired more negative comments.
期刊介绍:
Management Communication Quarterly presents conceptually rigorous, empirically-driven, and practice-relevant research from across the organizational and management communication fields and has strong appeal across all disciplines concerned with organizational studies and the management sciences. Authors are encouraged to submit original theoretical and empirical manuscripts from a wide variety of methodological perspectives covering such areas as management, communication, organizational studies, organizational behavior and HRM, organizational theory and strategy, critical management studies, leadership, information systems, knowledge and innovation, globalization and international management, corporate communication, and cultural and intercultural studies.