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Full-Text Articles in Social and Behavioral Sciences
Does Stakeholder Engagement Pay Off On Social Media? A Social Capital Perspective, Weiai Xu, Gregory D. Saxton
Does Stakeholder Engagement Pay Off On Social Media? A Social Capital Perspective, Weiai Xu, Gregory D. Saxton
Communication Department Faculty Publication Series
Nonprofits use social media to pursue a broad range of mission-related outcomes. Given the centrality of user connections and social networks on these sites, attaining these outcomes is contingent on first generating a stock of online social capital through investing in online relationships. Yet, little is known empirically about this process. To better understand the return on social media, this study develops empirical measures of four key dimensions of social media–based social capital centering on the nature of nonprofits’ network positions and stakeholder ties. The study then tests a series of hypotheses relating the increase in social capital to different …
Sentiment, Richness, Authority, And Relevance Model Of Information Sharing During Social Crises—The Case Of #Mh370 Tweets, Weiai Xu, Congcong Zhang
Sentiment, Richness, Authority, And Relevance Model Of Information Sharing During Social Crises—The Case Of #Mh370 Tweets, Weiai Xu, Congcong Zhang
Communication Department Faculty Publication Series
The study introduces a model of crisis information sharing based on Twitter discussions of the missing Malaysian Airlines Flight 370. Grounded in the Elaboration Likelihood Model, the study tests four salient factors: Sentiment, Richness, Authority, and Relevance, which can be measured by peripheral cues in tweets and in user profiles. Findings suggest that information sharing is positively associated with the presence of peripheral cues indicative of a confident, self-revealing and positive emotional language style, and is negatively related to an angry and informal style. Additionally, information sharing is related to the presence of multimedia cues and cues indicating …