Webcare across public and private social networking sites: How stakeholders and the Netherlands Red Cross adapt their messages to channel affordances and constraints

Q2 Arts and Humanities
Christine Liebrecht, C. V. van Hooijdonk
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引用次数: 2

Abstract

Abstract Previous research has focused on message characteristics of public webcare conversations. However, webcare conversations are increasingly held on private social networking sites. Little is known to what extent organizations and stakeholders adapt their messages to the affordances of these channels. Employing the uses and gratifications theory, this paper reports on a content analysis of webcare conversations (n = 423) between stakeholders and the Netherlands Red Cross on public and private social networking sites. The stakeholder motives and organizational communication style were analyzed. The findings reveal private channels mainly serve the purpose of customer service: stakeholders approach the organization with questions; the organization uses message personalization to enhance the experience of one-to-one communication. Public social networking sites mainly serve the purpose of reputation management: stakeholders post remarks and compliments; the organization adapts the communication style of its messages to the affordances of the individual platform. Implications for theory and practice are discussed.
公共和私人社交网站的网络护理:利益相关者和荷兰红十字会如何根据渠道的能力和限制调整他们的信息
以往的研究主要集中在公共网络医疗对话的信息特征上。然而,网络保健对话越来越多地在私人社交网站上举行。很少有人知道组织和利益相关者在多大程度上调整他们的信息以适应这些渠道的支持。本文采用使用和满足理论,对公共和私人社交网站上利益相关者与荷兰红十字会之间的网络护理对话(n = 423)进行了内容分析。分析了利益相关者动机和组织沟通方式。研究结果显示,私人渠道主要服务于客户服务目的:利益相关者向组织提出问题;该组织使用消息个性化来增强一对一沟通的体验。公共社交网站主要服务于声誉管理的目的:利益相关者发表评论和赞美;组织调整其消息的通信风格以适应各个平台的功能。讨论了理论和实践意义。
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来源期刊
Psychology of Language and Communication
Psychology of Language and Communication Arts and Humanities-Language and Linguistics
CiteScore
0.80
自引率
0.00%
发文量
11
审稿时长
14 weeks
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