Exploring the Perceptual and Behavioral Outcomes of Public Engagement on Mobile Phones and Social Media

Yuan Wang, Eyun Jung Ki, Yonghwan Kim

Research output: Contribution to journalArticlepeer-review

17 Scopus citations

Abstract

Mobile technology and social media exert a substantial impact on our society and daily lives. Employing a survey of 633 college students in the United States, this study examined the effects of college students’ public engagement on mobile phones and social media on their organizational identification and attachment and positive electronic word-of-mouth (e-WOM) communication. Findings suggested that college students’ public engagement with mobile phones and social media significantly impacted their attachment toward and identification with the university. Moreover, this study found that students’ public engagement and university identification strongly predicted their positive e-WOM communication about their university. Furthermore, students’ mobile phone engagement indirectly influenced positive e-WOM communication through organizational identification. The theoretical and practical implications of this study were also discussed.

Original languageEnglish
Pages (from-to)133-147
Number of pages15
JournalInternational Journal of Strategic Communication
Volume11
Issue number2
DOIs
StatePublished - 15 Mar 2017

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