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

作者：

Highlights：

• Social media is a two-way communication and functionally interactive tool.

• Two-way symmetrical interaction on social media supports reciprocation of benefits in OPR.

• It also builds a sense of interdependence between the organization and the public.

• A sense of interdependence attracts the public to relate with the organization.

• Cohesive interaction also attracts the public to relate with the organization.

摘要

•Social media is a two-way communication and functionally interactive tool.•Two-way symmetrical interaction on social media supports reciprocation of benefits in OPR.•It also builds a sense of interdependence between the organization and the public.•A sense of interdependence attracts the public to relate with the organization.•Cohesive interaction also attracts the public to relate with the organization.

论文关键词：Social media,Relationship strength,Cohesion,Symmetry,Organization-public relationships

论文评审过程：Received 28 February 2019, Revised 22 May 2019, Accepted 27 June 2019, Available online 27 June 2019, Version of Record 13 July 2019.

论文官网地址：https://doi.org/10.1016/j.chb.2019.06.014