A study examining the effects of public relations' dialogical communication strategies on stakeholder's perceptions of trust and authenticity of organizations was conducted. The experiment was tested on organizational Facebook posts broadcasting a corporate social responsibility message. While "Human Voice" had no affect on perceived trustworthiness or authenticity, Dialogical Loop was found to significantly effect stakeholder perceptions of authenticity, but not trustworthiness. Due to the presence Dialogical Loop in the form of replies to user comments, users perceived the organization as less authentic. Ruminations about possible implications for public relations theory and practice on social media as well as recommendations for further study of the Facebook platform is discussed.
College and Department
Fine Arts and Communications; Communications
BYU ScholarsArchive Citation
McDonald, Casey J., "We're Friends Right? Dialogical Strategy Effects in CSR Facebook Posts on Perceived Organizational Trust and Authenticity" (2016). Theses and Dissertations. 6017.
public relations, communications, dialogue, trust, authenticity, social media, Facebook