Do Organizational Personification and Personality Matter? The Effect of Interaction and Conversational Tone on Relationship Quality in Social Media

Abstract

The current study reveals that an organization can increase its personification and personality dimensions on social networking sites by adopting an interpersonal approach of communication (i.e., increased interaction, conversational tone). This personification of the organization led to an increased perceived relationship investment, eventually leading to an increased perceived relationship quality toward the organization. Five personality dimensions were examined, and of these the sincerity dimension mediated the influence of personification on perceived relationship investment. This finding suggests that sincerity might be an important dimension for organization-public relationship building.

Keywords

personification interaction conversational tone relationship quality personality

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