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Tittle
Effects of corporate online communication on attitude and trust: Experimental analysis of
Twitter messages
Researchers
Ji Young Kim, Ph.D.
University of Hawaiʻi at Mānoa
jkim22@hawaii.edu
volume
Vol. 11 Issue 2 (October 2017)
© 2017 Institute for Public Relations
Introduction
Emerging social media (i.e., blogs, YouTube, Twitter, Facebook or MySpace) have
influenced every aspect of our personal and social lives. The impact of social media has been
largely studied in communication fields to explore their theoretical and practical implications on
social, business, or political sectors (i.e., Kim, Kim, & Nam, 2014). Twitter is one of the most
prominent social media. Starting with 94,000 users acquired in their first year (Comscore, 2007),
Twitter has now reached approximately 320 million monthly active users (Twitter, 2015). Being
defined as a type of microblog (Java, Song, Finin, & Tseng, 2009), Twitter has its unique
features
that attract companies as a communication channel. With short messages limited to 140
characters, communication over Twitter is considered to be a fast-paced medium as there are
more than 347,000 tweets posted every minute (Kapco, 2015) For that reason, it is not surprising
that 80% of the users access Twitter via their mobile (Statista, 2015). Through this fast
communicative tool, users can share information about their current status, activities, feelings,
opinions or thoughts (Linvill, McGee, & Hicks, 2012).
Literature review
Public relations on social media
Blogs are one of the well known online communication tools, and their communicative
use has been emphasized in the public relations field. Rheingold (2008) defined a blog as "a Web
page that is updated frequently, with the most recent entry displayed at the top of the page" (p.
103). Practically, the influence on individuals and the public has been largely studied by public
relations professionals and blogs are considered as a powerful persuasive communication tool
(Edelman & Intelliseek, 2005a, 2005b; Kent, 2008). One of the emerging social media has also
been emphasized by public relationship scholars as a type of “microblogging” (Henning-Thurau,
Wiertz, & Feldhaus, 2014). In a business context, Twitter can be used to transfer ideas between
corporations and the public without any restrictions in time and place (Kim & Ko, 2012; Riemer
& Richter, 2010).
Another way of conceptualization based on user interactivity is a distributed model of
public relations suggested by Smith (2010). Posts on corporate Twitter sites can be perceived as
the organizational entity of the corporation, and public relations responsibility is distributed with
interconnected message posts (Smith, 2010). While Twitter is a tool for self-expression, an
organization can also use Twitter to be engaged with social issues (i.e., retweets or hashtags).
This way, users can search, retrieve and distribute information online when user interactivity is
involved (Smith, 2010).
Method
In this case researchers using quantitative research methods
The source A total of 182 undergraduate students from major state universities participated in
this
Learn. The sample consisted of 146 women and 35 men. Factor Factor 2 × 3 "inter-
subject"
Design is used to test the hypothesis. The experimental conditions provide two
category of relationships (communal and exchange) and three levels of interactivity (low,
medium, and high) in terms of the use of responsive indicators on its Twitter page.
Subjects were randomly assigned to six experimental conditions: communal-low /
medium / high interactivity and low / medium / high exchange interactivity.
Conclusion
Evidence from the experiment in this current study suggests that the relationship types
(communal and exchange) of the messages on Twitter affects the audience's attitude toward a
corporation as well as audience's trust in the corporation. Specifically, our data indicated that
communal relationship messages had a more positive impact on the perceived attitude and trust
than exchange relationship messages. On the other hand, our data did not show a significant
main effect of the perceived level of interactivity on both attitude and trust toward a corporation.
In terms of the interaction effects of the two independent variables (relationship and
interactivity), the effect was only found on the perceived attitude toward a corporation. When
messages were designed to present communal relationships, the level of interactivity (between
high and low) does not show impacts on attitude; while it has strong impacts on attitude when
the messages present exchange relationships. This pattern remained same when we controlled the
audiences' level of credibility and familiarity with Twitter.
The major theoretical implications of this current study are to extend relationship
management perspective into online interactive communications. Scholars suggested that the
concept of relationships should be a core domain in social psychology, marketing, or mass
Advantages
this journal is very good, and the data is valid because it uses the method of kauntitatif
research,the picture in this research is clear enough, we can see from the data and also many
references
Deficiency
should the researchers make a definition of the type of communal relationships and
exchanges, because in the penelitin is often encountered

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