Context, context, context: Priming theory and attitudes towards corporations in social media

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• 作者：Evan Doyle ; ^{ecdoyle@bsu.edu} ; YoungAh Lee ^{ylee4@bsu.edu}
• 关键词：Public relations ; Social media ; Context ; Priming ; Twitter
• 刊名：Public Relations Review
• 出版年：2016
• 出版时间：December 2016
• 年：2016
• 卷：42
• 期：5
• 页码：913-919
• 全文大小：344 K
• 卷排序：42

文摘

Emotional tone affects reception of social media messages. A negative social media environment has the greatest effect on message reception. Negative messages dont have to be related to an organization to have an impact. Pre-scheduled social media messages may not lead to good results.