Organization-public relationships on social media: The role of relationship strength, cohesion and symmetry

Namisango, F; Kang, K

Organization-public relationships on social media: The role of relationship strength, cohesion and symmetry

Namisango, F

Kang, K

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Publication Type:: Journal Article
Citation:: Computers in Human Behavior, 2019, 101 pp. 22 - 29
Issue Date:: 2019-12-01

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Field	Value	Language
dc.contributor.author	Namisango, F https://orcid.org/0000-0003-2959-6488	en_US
dc.contributor.author	Kang, K https://orcid.org/0000-0003-4252-9802	en_US
dc.date.issued	2019-12-01	en_US
dc.identifier.citation	Computers in Human Behavior, 2019, 101 pp. 22 - 29	en_US
dc.identifier.issn	0747-5632	en_US
dc.identifier.uri	http://hdl.handle.net/10453/136061
dc.description.abstract	© 2019 Elsevier Ltd This study investigated the role of three relationship properties embedded in organization-public relationships (OPR) built through social media interaction. We hypothesize that relationship strength, cohesion, and symmetry are positively related to three types of OPR, i.e., communal, exchange and symbiotic relationships. To test our hypotheses, we survey 73 nonprofit organizations and apply structural equation modelling to analyze hypothesized relationships. Results indicated that strong and cohesive interaction on social media is positively related to communal and symbiotic OPR, but not exchange OPR. On the other hand, symmetrical interaction is positively related to exchange OPR, but not communal and symbiotic OPR. Exchange OPR allows trading of benefits through social media interaction and this is positively related to symbiotic OPR. Understanding the association between the above relationship properties or patterns and OPR can assist organizations in developing strategic relational practices sufficient for organization-public interaction on social media.	en_US
dc.relation.ispartof	Computers in Human Behavior	en_US
dc.relation.isbasedon	10.1016/j.chb.2019.06.014	en_US
dc.rights	info:eu-repo/semantics/closedAccess
dc.subject.classification	Education	en_US
dc.title	Organization-public relationships on social media: The role of relationship strength, cohesion and symmetry	en_US
dc.type	Journal Article
utslib.citation.volume	101	en_US
utslib.for	0806 Information Systems	en_US
utslib.for	1701 Psychology	en_US
utslib.for	1702 Cognitive Sciences	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Engineering and Information Technology
pubs.organisational-group	/University of Technology Sydney/Faculty of Engineering and Information Technology/School of Professional Practice and Leadership
pubs.organisational-group	/University of Technology Sydney/Strength - CAMGIS - Centre for Advanced Modelling and Geospatial lnformation Systems
pubs.organisational-group	/University of Technology Sydney/Strength - HCTD - Human Centred Technology Design
utslib.copyright.status	closed_access	*
pubs.publication-status	Published	en_US
pubs.volume	101	en_US

Abstract:

© 2019 Elsevier Ltd This study investigated the role of three relationship properties embedded in organization-public relationships (OPR) built through social media interaction. We hypothesize that relationship strength, cohesion, and symmetry are positively related to three types of OPR, i.e., communal, exchange and symbiotic relationships. To test our hypotheses, we survey 73 nonprofit organizations and apply structural equation modelling to analyze hypothesized relationships. Results indicated that strong and cohesive interaction on social media is positively related to communal and symbiotic OPR, but not exchange OPR. On the other hand, symmetrical interaction is positively related to exchange OPR, but not communal and symbiotic OPR. Exchange OPR allows trading of benefits through social media interaction and this is positively related to symbiotic OPR. Understanding the association between the above relationship properties or patterns and OPR can assist organizations in developing strategic relational practices sufficient for organization-public interaction on social media.

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http://hdl.handle.net/10453/136061