TY - JOUR
T1 - Exploring the Perceptual and Behavioral Outcomes of Public Engagement on Mobile Phones and Social Media
AU - Wang, Yuan
AU - Ki, Eyun Jung
AU - Kim, Yonghwan
N1 - Publisher Copyright:
© 2017 Taylor & Francis Group, LLC.
PY - 2017/3/15
Y1 - 2017/3/15
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=85017201419&partnerID=8YFLogxK
U2 - 10.1080/1553118X.2017.1280497
DO - 10.1080/1553118X.2017.1280497
M3 - Article
AN - SCOPUS:85017201419
SN - 1553-118X
VL - 11
SP - 133
EP - 147
JO - International Journal of Strategic Communication
JF - International Journal of Strategic Communication
IS - 2
ER -