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Authentic relationship management to...

Sisson, Diana Catherine.

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Authentic relationship management to heighten control mutuality in social media.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Authentic relationship management to heighten control mutuality in social media./
作者:	Sisson, Diana Catherine.
面頁冊數:	222 p.
附註:	Source: Dissertation Abstracts International, Volume: 77-01(E), Section: A.
Contained By:	Dissertation Abstracts International77-01A(E).
標題:	Mass communication. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3722461
ISBN:	9781339045955

Authentic relationship management to heighten control mutuality in social media.
Sisson, Diana Catherine.

Authentic relationship management to heighten control mutuality in social media. - 222 p.

Source: Dissertation Abstracts International, Volume: 77-01(E), Section: A.

Thesis (Ph.D.)--University of South Carolina, 2015.

Drawing on literature from public relations, marketing, interpersonal communication, and organizational communication, this dissertation focused on the effects of authenticity on relationship management outcomes in nonprofit organizations' social media efforts. There is significant need for relationship management rooted in authenticity with the rise in inauthentic communication online. This dissertation aims to contribute to relationship management theory by highlighting the role of control mutuality in analyses of authenticity in organization-public relationships in social media for nonprofit organizations like local animal welfare organizations. This dissertation proposes that control mutuality is an ethical outcome of authentic relationship management. This dissertation also proposes that control mutuality will be heightened when the three components of authenticity (transparency, veracity, and genuineness) are used in relationship management by local animal welfare organizations with their donors.

ISBN: 9781339045955Subjects--Topical Terms:

2144804
Mass communication.

Authentic relationship management to heighten control mutuality in social media.
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500 $a Adviser: Shannon A. Bowen.
502 $a Thesis (Ph.D.)--University of South Carolina, 2015.
520 $a Drawing on literature from public relations, marketing, interpersonal communication, and organizational communication, this dissertation focused on the effects of authenticity on relationship management outcomes in nonprofit organizations' social media efforts. There is significant need for relationship management rooted in authenticity with the rise in inauthentic communication online. This dissertation aims to contribute to relationship management theory by highlighting the role of control mutuality in analyses of authenticity in organization-public relationships in social media for nonprofit organizations like local animal welfare organizations. This dissertation proposes that control mutuality is an ethical outcome of authentic relationship management. This dissertation also proposes that control mutuality will be heightened when the three components of authenticity (transparency, veracity, and genuineness) are used in relationship management by local animal welfare organizations with their donors.
520 $a Using an online survey (n = 1,076) of donors in five regional animal welfare organizations, this dissertation revealed that genuineness and veracity were the most significant ethical variables of authenticity for donors in their evaluations of their local animal welfare organizations. Control mutuality was positively associated with social media engagement. Perhaps most importantly, control mutuality was also the only relationship variable to mediate the relationship between ethical variables of authenticity and social media engagement. Theoretical and practical implications for relationship management on social media platforms are offered.
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