Activity: Talk or presentation types › Oral presentation › Scientific
Nowadays, organisations engage in conversations with customers on social media via public and private channels (i.e., webcare). Organisational responses positively affect customers’ brand evaluation compared to not responding at all . An important factor affecting its effectiveness is the organisation’s communication style, which is referred to as the Conversational Human Voice (CHV). CHV is a personal and engaging communication style from the organisation to its stakeholders and positively affects stakeholders’ perception of the organisation. However, it is still unknown which linguistic elements can be used to adopt this communication style and to what extent the amount of CHV differs across public and private social media channels. This study aimed to investigate these knowledge gaps.
14 Oct 2019 → 16 Oct 2019
ICSI 2019 Regional Conference: (Re-)Connecting Perspectives on Interpersonal Communication and Social Interaction