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Social and Behavioral Sciences Commons™
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Full-Text Articles in Social and Behavioral Sciences
Brand Tracking On Social Media: The Role Of Country Of Origin Perceptions, James Pokrywczynski, Hang Lu
Brand Tracking On Social Media: The Role Of Country Of Origin Perceptions, James Pokrywczynski, Hang Lu
College of Communication Faculty Research and Publications
Marketers are now almost a decade into using social media as another outlet in developing brand relationships with consumers. Yet an understanding of how consumers interact with brands online is still in its infancy. This paper compares the social media and brand-tracking habits of consumers in three parts of the world: Asia, the Middle East and the USA. In addition, the study attempts to explain what motivates consumers to follow brands on social media, focusing on the role of products’ country of origin in explaining the relationship. The results show that US consumers spent the most time on social media …
Understanding Dialogue And Engagement Through Communication Experts’ Use Of Interactive Writing To Build Relationships, Betsy Anderson, Rebecca Swenson, Nathan Gilkerson
Understanding Dialogue And Engagement Through Communication Experts’ Use Of Interactive Writing To Build Relationships, Betsy Anderson, Rebecca Swenson, Nathan Gilkerson
College of Communication Faculty Research and Publications
Dialogic communication is an important public relations theory, yet scholarship has found few organizations using it to its full potential. Meanwhile, multiple overlapping definitions exist for related terms like engagement, interactivity, and responsiveness, causing potential confusion for researchers and professionals. This research reports the results of in-depth interviews with top digital public relations professionals regarding how they use interactive writing, a form of social media engagement, to build relationships. Through their own unprompted words, the research also describes how professionals use terms such as dialogue, engagement, interactivity, and responsiveness, and corresponding definitions, to refer to their …