As the proliferation of social media in society continues, companies and organizations are taking advantage of online platforms such as Facebook and Twitter to communicate interactively with their customers and the public.
With this influx of new technology, many organizations are struggling to find the most effective ways to manage these user interactions to maximize the positive experience for their customers. Now, University of Missouri researchers have found that utilizing a personal human voice when communicating online leads to much higher user satisfaction ratings than impersonal communication.Hyojung Park, a doctoral candidate at the Missouri School of Journalism, found that utilizing a personal human voice when communicating to customers online leads to much higher user satisfaction ratings than impersonal communication.
“There is great value in using a human voice when communicating and developing good relationships with the public,” Hyojung Park, a doctoral candidate at the Missouri School of Journalism, said. “Perceptions of relationships with an organization seem to be significantly more favorable when the organization’s social networking page has a human presence rather than an organizational presence. Levels of trust, commitment, and satisfaction from users all appear to be positively affected by the use of the human voice in social media.”
In the study, the researchers presented participants with mock social media websites of large, pre-existing for-profit and nonprofit organizations, complete with user comments and direct responses from the organizations’ public relations representatives. The user comments ranged in tones from positive, negative and neutral. Some social media sites included the name and picture of the organization representative with their messages, while other social media sites only included an organizational presence on their sites with no names or pictures.
The researchers observed that the participants perceived social media websites utilizing conversational human voice much more positively than the websites with only an organizational presence online. The researchers also found that for-profit organizations were more likely to be perceived as using a conversational human voice than were the nonprofit organizations. Park believes using human voice on social media can generate important emotions within the receiving community.
“Communicating in a human voice adds a sense of personal and sociable human contact to the interaction with the public,” Park said. “We have evidence that perceived conversational human voice may promote trust, satisfaction, and commitment in relationships between an organization and the public, which in turn results in favorable behavioral intentions toward an organization.”
Park says the dynamic role of human presence versus organizational presence adds a new perceptive as to how organizations can take more advantage of interpersonal aspects of social media. She believes this study provides a fundamental building block for constructing a body of knowledge that can help practitioners and scholars better understand how social media can be used for relationship management.
Park presented the study at the International Public Relations Research Conference this past March and won the top student paper award for her work.
Nathan Hurst | EurekAlert!
Amazingly flexible: Learning to read in your thirties profoundly transforms the brain
26.05.2017 | Max-Planck-Institut für Kognitions- und Neurowissenschaften
Fixating on faces
26.01.2017 | California Institute of Technology
University of Maryland researchers contribute to historic detection of gravitational waves and light created by event
On August 17, 2017, at 12:41:04 UTC, scientists made the first direct observation of a merger between two neutron stars--the dense, collapsed cores that remain...
Seven new papers describe the first-ever detection of light from a gravitational wave source. The event, caused by two neutron stars colliding and merging together, was dubbed GW170817 because it sent ripples through space-time that reached Earth on 2017 August 17. Around the world, hundreds of excited astronomers mobilized quickly and were able to observe the event using numerous telescopes, providing a wealth of new data.
Previous detections of gravitational waves have all involved the merger of two black holes, a feat that won the 2017 Nobel Prize in Physics earlier this month....
Material defects in end products can quickly result in failures in many areas of industry, and have a massive impact on the safe use of their products. This is why, in the field of quality assurance, intelligent, nondestructive sensor systems play a key role. They allow testing components and parts in a rapid and cost-efficient manner without destroying the actual product or changing its surface. Experts from the Fraunhofer IZFP in Saarbrücken will be presenting two exhibits at the Blechexpo in Stuttgart from 7–10 November 2017 that allow fast, reliable, and automated characterization of materials and detection of defects (Hall 5, Booth 5306).
When quality testing uses time-consuming destructive test methods, it can result in enormous costs due to damaging or destroying the products. And given that...
Using a new cooling technique MPQ scientists succeed at observing collisions in a dense beam of cold and slow dipolar molecules.
How do chemical reactions proceed at extremely low temperatures? The answer requires the investigation of molecular samples that are cold, dense, and slow at...
Scientists from the Max Planck Institute of Quantum Optics, using high precision laser spectroscopy of atomic hydrogen, confirm the surprisingly small value of the proton radius determined from muonic hydrogen.
It was one of the breakthroughs of the year 2010: Laser spectroscopy of muonic hydrogen resulted in a value for the proton charge radius that was significantly...
17.10.2017 | Event News
10.10.2017 | Event News
10.10.2017 | Event News
20.10.2017 | Information Technology
20.10.2017 | Materials Sciences
20.10.2017 | Interdisciplinary Research