Stefania Romenti, Chiara Valentini, Grazia Murtarelli and Katia Meggiorin
The purpose of this paper is to develop a measurement scale for assessing the quality of dialogic conversations among companies and digital publics in social media. Dialogic…
Abstract
Purpose
The purpose of this paper is to develop a measurement scale for assessing the quality of dialogic conversations among companies and digital publics in social media. Dialogic conversations are defined as sequences of communicative actions and counteractions taken by social actors for different purposes based on specific linguistic choices and characterised by diverse communicative approaches and the role played by the involved parties.
Design/methodology/approach
A multidimensional scale for measuring dialogic conversations is developed from relevant literature concerning dialogue and public engagement in the fields of corporate communication, public relations, management studies and conversation analysis. The scale is built on three main dimensions: organisation turn-taking, sequencing of conversation, repair strategies and procedures. A pilot study was conducted to purify it from irrelevant variables.
Findings
Results of the pilot study show a general good level of reliability for the majority of the proposed variables for Facebook but not for Twitter. This may indicate that Facebook is a more dialogical forum than Twitter.
Originality/value
This is the first study proposing a systematic measurement of the dialogue orientation of online conversations that takes into consideration the role of language and communicative actions. The proposed measurement offers corporate communication managers a concrete tool for evaluating the quality of their online communications and for identifying those areas of their online communication that need improvement.
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Laura Illia, Elanor Colleoni and Katia Meggiorin
The purpose of this paper is to empirically explore under which conditions Tweets of infomediaries (i.e. ordinary users having few or no followers on Twitter) might nevertheless…
Abstract
Purpose
The purpose of this paper is to empirically explore under which conditions Tweets of infomediaries (i.e. ordinary users having few or no followers on Twitter) might nevertheless promote a negative sentiment toward a corporation to the point of having a negative impact on the corporation's outcomes.
Design/methodology/approach
The empirical study is based on a unique database that combines a sample of one year of Twitter conversations about an Italian bank and its daily business performances (i.e. number of closures and openings). The relationship between these two is analyzed using autoregressive time series models (VAR).
Findings
Findings indicate that a tweet affects a bank’s outcomes only when embedded in a larger conversation about the bank, rather than simply repetitively shared. These findings contribute to two debates within bank marketing literature. First is the debate about the role of infomediaries in banks' outcomes, as it urges to reconsider the way banks' online reputation is conceptualized and measured. Second is the debate on opportunities and threats of social media for the banking industry, as it indicates that negative sentiment expressed by the general public influences not only stock markets but also directly banks' outcomes.
Originality/value
This study allows managers and corporations to understand what to do when conversations of unknown individuals become threatening for the company. To influence such situations, the company should identify not only the actors that are influencers but also the communications that have been popular in the past for their brand or the brand of their competitors and monitor the conversational volume and broadness.
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Laura Illia, Michael Etter, Katia Meggiorin and Elanor Colleoni
Organizational legitimacy is a central concept in institutional theory and in the more recent stream of communicative institutionalism. Within this scholarship, there exists an…
Abstract
Organizational legitimacy is a central concept in institutional theory and in the more recent stream of communicative institutionalism. Within this scholarship, there exists an elaborated understanding of how macro-level actors, such as news media, influence individual judgments at the micro-level through a top-down communication process. However, little is known about the upward process by which individual propriety judgments influence validity judgments of news media at the macro-level. In this paper, we propose that this upward process of the legitimacy loop is facilitated by the degree to which expressed propriety judgments by individuals create thematic broadness, which bridges stand-alone conversations. Through a study investigating a post-scandal phase in the financial sector, we show how propriety judgments in social media become pre-validated at the meso-level prior to their validation by news media at the macro-level. The presented theoretical framework and empirical insights based on time-series regression analysis provide new knowledge about the multilevel process of organizational legitimacy formation in a digital age and extend our understanding of how a consensus is revealed at the meso-level.