Integration of Public Communication in the Perspective of Organizational Environment in Social Media
DOI:
https://doi.org/10.24269/ars.v13i1.9178Abstract This research is motivated by the growing trend among various entities, including government organizations and private companies, in using social media platforms for communication strategies within the overall organizational environment. This phenomenon is widely regarded as a favourable development due to the inherent openness of the Web 2.0 environment, which allows for the dissemination of information and the facilitation of active engagement, discourse, and the creation of online communities. Nevertheless, the optimistic perspective on the advantages of social media communication in organizations ignores potential conflicts between the principles of openness associated with Web 2.0 and organizational management strategies and practices. This research aims to investigate the utilization of social media by several organizations in Indonesia. A qualitative approach was applied to generate the research findings by conducting in-depth interviews with informants from the research object and various social media specialists. These interviews aimed to explore methods for resolving conflicts between the nature of social media and organizations' strategic and managerial aspects. Specifically, this research focuses on addressing conflicts related to control and governance. The research results suggest a potential path for further exploration in the field of public communication, particularly in aligning organizational goals with the needs of online communities.
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Sharma, S., & Verma, H. V. (2018). Social media marketing: Evolution and change. Social Media Marketing: Emerging Concepts and Applications, 19–36.
Staab, P., & Thiel, T. (2022). Social media and the digital structural transformation of the public sphere. Theory, Culture & Society, 39(4), 129–143.
Suresh, P., & Gurumoorthy, K. (2022). Mining of customer review feedback using sentiment analysis for smart phone product. 247–259.
Syaifullah, J., Syaifudin, M., Sukendar, M. U., & Junaedi, J. (2021). Social media marketing and business performance of MSMEs during the COVID-19 pandemic. The Journal of Asian Finance, Economics and Business, 8(2), 523–531.
Tajvidi, R., & Karami, A. (2021). The effect of social media on firm performance. Computers in Human Behavior, 115, 105174.
Volk, S. C. (2016). A systematic review of 40 years of public relations evaluation and measurement research: Looking into the past, the present, and future. Public Relations Review, 42(5), 962–977.
Woodcock, J., & Johnson, M. R. (2021). Live streamers on Twitch. Tv as social media influencers: Chances and challenges for strategic communication. In Social media influencers in strategic communication (pp. 88–102). Routledge.
Zhou, S., Barnes, L., McCormick, H., & Cano, M. B. (2021). Social media influencers’ narrative strategies to create eWOM: A theoretical contribution. International Journal of Information Management, 59, 102293.
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95.
Arghashi, V., Bozbay, Z., & Karami, A. (2021). An integrated model of social media brand love: Mediators of brand attitude and consumer satisfaction. Journal of Relationship Marketing, 20(4), 319–348.
Arsenyan, J., & Mirowska, A. (2021). Almost human? A comparative case study on the social media presence of virtual influencers. International Journal of Human-Computer Studies, 155, 102694.
Asif, M., Ishtiaq, A., Ahmad, H., Aljuaid, H., & Shah, J. (2020). Sentiment analysis of extremism in social media from textual information. Telematics and Informatics, 48, 101345.
Bennett, W. L. (2007). Civic life online: Learning how digital media can engage youth. The MIT Press.
Cao, D., Meadows, M., Wong, D., & Xia, S. (2021). Understanding consumers’ social media engagement behaviour: An examination of the moderation effect of social media context. Journal of Business Research, 122, 835–846.
Chen, Y.-R. R., Hung-Baesecke, C.-J. F., & Chen, X. (2020). Moving forward the dialogic theory of public relations: Concepts, methods and applications of organization-public dialogue. Public Relations Review, 46(1), 101878.
Cheung, M. L., Pires, G., & Rosenberger, P. J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695–720.
de Oliveira Santini, F., Ladeira, W. J., Pinto, D. C., Herter, M. M., Sampaio, C. H., & Babin, B. J. (2020). Customer engagement in social media: A framework and meta-analysis. Journal of the Academy of Marketing Science, 48, 1211–1228.
DiStaso, M. W., McCorkindale, T., & Wright, D. K. (2011). How public relations executives perceive and measure the impact of social media in their organizations. Public Relations Review, 37(3), 325–328.
Fraccastoro, S., Gabrielsson, M., & Pullins, E. B. (2021). The integrated use of social media, digital, and traditional communication tools in the B2B sales process of international SMEs. International Business Review, 30(4), 101776.
Gómez, M., Lopez, C., & Molina, A. (2019). An integrated model of social media brand engagement. Computers in Human Behavior, 96, 196–206.
Greenhow, C., & Galvin, S. (2020). Teaching with social media: Evidence-based strategies for making remote higher education less remote. Information and Learning Sciences, 121(7/8), 513–524.
Grunig, J. E. (2013). Furnishing the edifice: Ongoing research on public relations as a strategic management function. In Public Relations and Communication Management (pp. 1–26). Routledge.
Kukić, D., & Tabak, E. (2018). Nove Imaginacije: WEB 3.0 I PR. HUM: Journal of the Faculty of Arts at the University of Mostar, 13(19).
Laskin, A. V. (2012). Public relations scales: Advancing the excellence theory. Journal of Communication Management, 16(4), 355–370.
Latif, S., & Calicioglu, C. (2020). Impact of social media advertisement on consumer purchase intention with the intermediary effect of brand attitude. International Journal of Innovation, Creativity and Change, 11(12), 602–619.
Lovari, A., & Valentini, C. (2020). Public sector communication and social media: Opportunities and limits of current policies, activities, and practices. The Handbook of Public Sector Communication, 315–328.
Mao, C., Koide, R., Brem, A., & Akenji, L. (2020). Technology foresight for social good: Social implications of technological innovation by 2050 from a Global Expert Survey. Technological Forecasting and Social Change, 153, 119914.
Melović, B., Jocović, M., Dabić, M., Vulić, T. B., & Dudic, B. (2020). The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro. Technology in Society, 63, 101425.
Mustansir, A., Shahzad, K., & Malik, M. K. (2021). Sentiment analysis of user feedback on business processes. 204–210.
Pandey, B., Bhanodia, P. K., Khamparia, A., & Pandey, D. K. (2019). A comprehensive survey of edge prediction in social networks: Techniques, parameters and challenges. Expert Systems with Applications, 124, 164–181.
Rainie, L., Smith, A., Schlozman, K. L., Brady, H., & Verba, S. (2012). Social media and political engagement. Pew Internet & American Life Project, 19(1), 2–13.
Razak, M., Hidayat, M., Launtu, A., Kusuma Putra, A. H. P. A., & Bahasoan, S. (2020). Antecedents and consequence of brand management: Empirical study of Apple’s brand product. Journal of Asia Business Studies, 14(3), 307–322.
Rydzak, W. (2017). The European Communication Monitor–the direction of change in company communication with stakeholders. Zeszyty Naukowe Polskiego Towarzystwa Ekonomicznego w Zielonej Górze, 4(7_EN), 268–278.
Sharma, S., & Verma, H. V. (2018). Social media marketing: Evolution and change. Social Media Marketing: Emerging Concepts and Applications, 19–36.
Staab, P., & Thiel, T. (2022). Social media and the digital structural transformation of the public sphere. Theory, Culture & Society, 39(4), 129–143.
Suresh, P., & Gurumoorthy, K. (2022). Mining of customer review feedback using sentiment analysis for smart phone product. 247–259.
Syaifullah, J., Syaifudin, M., Sukendar, M. U., & Junaedi, J. (2021). Social media marketing and business performance of MSMEs during the COVID-19 pandemic. The Journal of Asian Finance, Economics and Business, 8(2), 523–531.
Tajvidi, R., & Karami, A. (2021). The effect of social media on firm performance. Computers in Human Behavior, 115, 105174.
Volk, S. C. (2016). A systematic review of 40 years of public relations evaluation and measurement research: Looking into the past, the present, and future. Public Relations Review, 42(5), 962–977.
Woodcock, J., & Johnson, M. R. (2021). Live streamers on Twitch. Tv as social media influencers: Chances and challenges for strategic communication. In Social media influencers in strategic communication (pp. 88–102). Routledge.
Zhou, S., Barnes, L., McCormick, H., & Cano, M. B. (2021). Social media influencers’ narrative strategies to create eWOM: A theoretical contribution. International Journal of Information Management, 59, 102293.
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