Online Conversation and Corporate Reputation: A Two‐Wave Longitudinal Study on the Effects of Exposure to the Social Media Activities of a Highly Interactive Company

In this paper, we investigate whether and to what extent exposure to a company's social media activities over time is beneficial for corporate reputation, and whether conversational human voice mediates this relation. In a two‐wave longitudinal survey among 1969 respondents, we assessed consumers' exposure to an international airline's social media activities, perceived level of conversational human voice and perception of corporate reputation. The results show that consumers' level of exposure to company social media activities precedes perceptions of corporate reputation. Also, conversational human voice mediates the relation between consumers' level of exposure to company social media activities and perceptions of corporate reputation. We discuss the implications of the results for the presence of organizations in social media.     

Media Niche of Electronic Communication Channels in Friendship: A Meta‐Analysis

The current landscape of communication technologies is characterized by a wide variety of choices. As each medium provides different affordances, each may occupy a different niche and be used in different relationships. Drawing on the theory of the niche, we did a meta‐analysis involving 27 effect sizes from 22 independent samples to test the correlation between media selection/use and friendship closeness. Results showed that the 5 communication channels filled 2 different friendship closeness niches. Mobile phone calls and texting had stronger positive correlations with friendship closeness than instant messaging, social network sites, and online gaming. Culture, but not gender, moderated some of these correlations: Friendship closeness had a stronger positive association with SNS use and online gaming in collectivist cultures.