通过聊天机器人社交对话塑造企业性格:对组织公共关系结果的影响

IF 4.1 3区 管理学 Q2 BUSINESS
Linjuan Rita Men , Alvin Zhou , Jie Jin , Patrick Thelen
{"title":"通过聊天机器人社交对话塑造企业性格:对组织公共关系结果的影响","authors":"Linjuan Rita Men ,&nbsp;Alvin Zhou ,&nbsp;Jie Jin ,&nbsp;Patrick Thelen","doi":"10.1016/j.pubrev.2023.102385","DOIUrl":null,"url":null,"abstract":"<div><p>As an empirical effort to explore the public relations potential of AI-enabled technologies such as chatbots, this study examined how chatbot social conversation—a communication strategy that encompasses both social presence and conversational human voice and is conceptualized in consideration of chatbots’ mediated communication environment—can contribute to organization-public relational outcomes (i.e., OPRs). To understand how this process works, we incorporate the personification approach to organizations, and also investigate the impact of chatbot social conversation in shaping public perceptions of corporate character (i.e., agreeableness, enterprise, competence, and ruthlessness). A survey of 778 Facebook users in the United States was conducted, where participants were randomly assigned to have a guided conversation with an AI-enabled social chatbot utilized by real companies on Facebook. Results confirm that chatbot social conversation can serve as a strong antecedent of the corporate character of the organization that deployed it and OPRs. Perceived corporate character also directly influences the quality of OPRs, demonstrating the potential of using AI-enabled social chatbots for public relations purposes.</p></div>","PeriodicalId":48263,"journal":{"name":"Public Relations Review","volume":null,"pages":null},"PeriodicalIF":4.1000,"publicationDate":"2023-10-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Shaping corporate character via chatbot social conversation: Impact on organization-public relational outcomes\",\"authors\":\"Linjuan Rita Men ,&nbsp;Alvin Zhou ,&nbsp;Jie Jin ,&nbsp;Patrick Thelen\",\"doi\":\"10.1016/j.pubrev.2023.102385\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><p>As an empirical effort to explore the public relations potential of AI-enabled technologies such as chatbots, this study examined how chatbot social conversation—a communication strategy that encompasses both social presence and conversational human voice and is conceptualized in consideration of chatbots’ mediated communication environment—can contribute to organization-public relational outcomes (i.e., OPRs). To understand how this process works, we incorporate the personification approach to organizations, and also investigate the impact of chatbot social conversation in shaping public perceptions of corporate character (i.e., agreeableness, enterprise, competence, and ruthlessness). A survey of 778 Facebook users in the United States was conducted, where participants were randomly assigned to have a guided conversation with an AI-enabled social chatbot utilized by real companies on Facebook. Results confirm that chatbot social conversation can serve as a strong antecedent of the corporate character of the organization that deployed it and OPRs. Perceived corporate character also directly influences the quality of OPRs, demonstrating the potential of using AI-enabled social chatbots for public relations purposes.</p></div>\",\"PeriodicalId\":48263,\"journal\":{\"name\":\"Public Relations Review\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":4.1000,\"publicationDate\":\"2023-10-05\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Public Relations Review\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://www.sciencedirect.com/science/article/pii/S0363811123001005\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Public Relations Review","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0363811123001005","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

摘要

作为探索聊天机器人等人工智能技术公共关系潜力的实证研究,这项研究考察了聊天机器人社交对话——一种包含社交存在和对话人声的沟通策略,在考虑聊天机器人中介的沟通环境的情况下被概念化——如何对组织公共关系结果(即OPRs)做出贡献。为了理解这一过程是如何运作的,我们将拟人化方法纳入组织,并调查聊天机器人社交对话在塑造公众对企业性格(即宜人性、进取心、能力和无情性)的看法方面的影响。对美国778名脸书用户进行了一项调查,参与者被随机分配与脸书上真实公司使用的人工智能社交聊天机器人进行引导对话。结果证实,聊天机器人社交对话可以作为部署它和OPR的组织的企业特征的有力前提。感知到的企业性格也直接影响OPR的质量,这表明了将人工智能社交聊天机器人用于公共关系目的的潜力。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Shaping corporate character via chatbot social conversation: Impact on organization-public relational outcomes

As an empirical effort to explore the public relations potential of AI-enabled technologies such as chatbots, this study examined how chatbot social conversation—a communication strategy that encompasses both social presence and conversational human voice and is conceptualized in consideration of chatbots’ mediated communication environment—can contribute to organization-public relational outcomes (i.e., OPRs). To understand how this process works, we incorporate the personification approach to organizations, and also investigate the impact of chatbot social conversation in shaping public perceptions of corporate character (i.e., agreeableness, enterprise, competence, and ruthlessness). A survey of 778 Facebook users in the United States was conducted, where participants were randomly assigned to have a guided conversation with an AI-enabled social chatbot utilized by real companies on Facebook. Results confirm that chatbot social conversation can serve as a strong antecedent of the corporate character of the organization that deployed it and OPRs. Perceived corporate character also directly influences the quality of OPRs, demonstrating the potential of using AI-enabled social chatbots for public relations purposes.

求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
CiteScore
8.00
自引率
19.00%
发文量
90
期刊介绍: The Public Relations Review is the oldest journal devoted to articles that examine public relations in depth, and commentaries by specialists in the field. Most of the articles are based on empirical research undertaken by professionals and academics in the field. In addition to research articles and commentaries, The Review publishes invited research in brief, and book reviews in the fields of public relations, mass communications, organizational communications, public opinion formations, social science research and evaluation, marketing, management and public policy formation.
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信