I Want to Be Your Friend: The Effects of Organizations’ Interpersonal Approaches on Social Networking Sites

Abstract

Publics tend to use social networking sites mainly for interpersonal communication purposes. Corporate communication focusing on promotional activities, thus, might create negative sentiments toward the organization within those platforms. This experimental study examined the effect of organizations’ interpersonal approaches to communication (e.g., nonpromotional messages, high interactivity) in social networking sites using real and fictitious companies. Our results suggest that publics consider corporate activities in social networking sites more negatively when they perceive those platforms as a personal space. However, publics evaluate an organization more positively when it is highly interactive with its publics on these platforms. Finally, publics who perceive the platform as a personal space have a more positive attitude toward the organization when the organization is both highly interactive and employs nonpromotional messages.

Notes

Note. All items were measured by a seven-point Likert scale except the attitude variable. The attitude measure was measured by a seven-point semantic differential scale.

¹The nine companies consisted of six retailers (Walmart, Walgreens, Publix, CVS, Target, Winn-Dixie) and three beverage companies (Starbucks, Coca Cola, PepsiCo).

Note. PRI = perceived relationship investment. PI = purchase intention.

Note. PRI = perceived relationship investment. PI = purchase intention.

Note. PRI = perceived relationship investment. PI = purchase intention.