How should organizations engage and build relationships with mobile publics on social messengers

Linjuan Rita Men ()
Additional contact information
Linjuan Rita Men: University of Florida

Journal of Brand Management, 2022, vol. 29, issue 3, No 6, 325 pages

Abstract: Abstract Mobile-based social messengers are overtaking social networking sites as the new frontier for organizations to engage online stakeholders. This study provides one of the earliest empirical studies to understand how organizations should communicate with mobile publics to enhance public engagement and improve organization–public relationships. This study focuses on WeChat—one of the world’s most popular social messaging apps. Through an online survey of 859 WeChat users in China, results showed that organizations’ information dissemination, interpersonal communication, and two-way symmetrical communication strategies effectively drive public engagement with the organization on WeChat, which in turn nurtures quality organization–public relationships. Strategic guidelines based on the study findings are provided.

Keywords: Social messenger; Public engagement; Information dissemination; Interpersonal communication; Two-way symmetrical communication; Organization–public relationships (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://link.springer.com/10.1057/s41262-021-00270-6 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jobman:v:29:y:2022:i:3:d:10.1057_s41262-021-00270-6

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41262

DOI: 10.1057/s41262-021-00270-6

Access Statistics for this article

Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Ur a Golob

More articles in Journal of Brand Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().