Organizational Blogs and the Human Voice: Relational Strategies and Relational Outcomes
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چکیده
منابع مشابه
Organizational Blogs and the Human Voice: Relational Strategies and Relational Outcomes
This study develops and tests operational definitions of relational maintenance strategies appropriate to online public relations. An experiment was designed to test the new measures and to test hypotheses evaluating potential advantages of organizational blogs over traditional Web sites. Participants assigned to the blog condition perceived an organization’s ‘‘conversational human voice’’ to b...
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ژورنال
عنوان ژورنال: Journal of Computer-Mediated Communication
سال: 2006
ISSN: 1083-6101,1083-6101
DOI: 10.1111/j.1083-6101.2006.00019.x