Effects of organization sustainability communication: the influence of interactivity, message appeal, and type of medium

dc.contributorGower, Karla K.
dc.contributorTang, Lu
dc.contributor.advisorKi, Eyun-Jung
dc.contributor.authorOh, Jeyoung
dc.contributor.otherUniversity of Alabama Tuscaloosa
dc.date.accessioned2017-04-26T14:25:47Z
dc.date.available2017-04-26T14:25:47Z
dc.date.issued2016
dc.descriptionElectronic Thesis or Dissertationen_US
dc.description.abstractTo understand how interactivity, message appeal, and type of medium affect public perceptions and reactions to an organization in organization sustainability communication, this study conducted a 2 (interactivity: high vs. low) x 2 (message appeal: gain-focused vs. loss-focused) x 2 (medium type: Facebook vs. organizational blog) experimental survey (N = 394). Results show that the level of interactivity and type of message appeal appear to significantly influence the social presence of the message and the public’s positive word-of-mouth intention. The public’s intention to generate positive word-of-mouth was highest when the communication had high interactivity with a gain-focused message conveyed on the organization’s Facebook page.en_US
dc.format.extent67 p.
dc.format.mediumelectronic
dc.format.mimetypeapplication/pdf
dc.identifier.otheru0015_0000001_0002346
dc.identifier.otherOh_alatus_0004M_12250
dc.identifier.urihttp://ir.ua.edu/handle/123456789/3088
dc.languageEnglish
dc.language.isoen_US
dc.publisherUniversity of Alabama Libraries
dc.relation.hasversionborn digital
dc.relation.ispartofThe University of Alabama Electronic Theses and Dissertations
dc.relation.ispartofThe University of Alabama Libraries Digital Collections
dc.rightsAll rights reserved by the author unless otherwise indicated.en_US
dc.subjectCommunication
dc.subjectSustainability
dc.titleEffects of organization sustainability communication: the influence of interactivity, message appeal, and type of mediumen_US
dc.typethesis
dc.typetext
etdms.degree.departmentUniversity of Alabama. Department of Advertising and Public Relations
etdms.degree.disciplineAdvertising Public Relations
etdms.degree.grantorThe University of Alabama
etdms.degree.levelmaster's
etdms.degree.nameM.A.
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