Organizational Blogs and the Human Voice: Relational Strategies and Relational Outcomes Export

@article{citeulike:556859, abstract = {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 be greater than participants who were assigned to read traditional Web pages. Moreover, perceived relational strategies (conversational human voice, communicated relational commitment) were found to correlate significantly with relational outcomes (trust, satisfaction, control mutuality, commitment).}, author = {Kelleher, Tom and Miller, Barbara M.}, citeulike-article-id = {556859}, citeulike-linkout-0 = {http://jcmc.indiana.edu/vol11/issue2/kelleher.html}, journal = {Journal of Computer-Mediated Communication}, keywords = {blogging, blogs, commerical, corporate, organisations}, number = {2}, posted-at = {2006-03-20 10:46:00}, priority = {2}, title = {Organizational Blogs and the Human Voice: Relational Strategies and Relational Outcomes}, url = {http://jcmc.indiana.edu/vol11/issue2/kelleher.html}, volume = {11}, year = {2006} }

TY - JOUR ID - citeulike:556859 L3 - citeulike-article-id:556859 N2 - 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 be greater than participants who were assigned to read traditional Web pages. Moreover, perceived relational strategies (conversational human voice, communicated relational commitment) were found to correlate significantly with relational outcomes (trust, satisfaction, control mutuality, commitment). IS - 2 JF - Journal of Computer-Mediated Communication TI - Organizational Blogs and the Human Voice: Relational Strategies and Relational Outcomes VL - 11 KW - blogging KW - blogs KW - commerical KW - corporate KW - organisations AU - Kelleher, Tom AU - Miller, Barbara PY - 2006/// UR - http://jcmc.indiana.edu/vol11/issue2/kelleher.html ER -