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Harnessing the power of chatbot social conversation for organizational listening: The impact on perceived transparency and organization-public relationships

Linjuan Rita Men et al.

Journal of Public Relations Research2022https://doi.org/10.1080/1062726x.2022.2068553article
ABDC B
Weight
0.68

Abstract

This study presents one of the earliest empirical investigations on how to harness the power of chatbots for improving key public relations outcomes. Specifically, this study integrates the construct of social presence that has been widely studied in the computer-mediated communication literature with the concept of conversational human voice in public relations to conceptualize chatbots’ social conversation. We evaluate chatbots’ social conversation as an important antecedent driving user perception, not only of chatbots’ listening capability, but also of the organizations’ listening efforts, which, in turn, enhance the essential perceptual outcomes of organizational transparency and organization-public relationships. Our theoretical model was tested through an online survey of 778 adult Facebook users in the US, who were directed to have a 5-minute conversation with a real chatbot. The study results advance the organizational listening literature and contribute to the growing body of knowledge on artificial intelligence in public relations.

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https://doi.org/https://doi.org/10.1080/1062726x.2022.2068553

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@article{linjuan2022,
  title        = {{Harnessing the power of chatbot social conversation for organizational listening: The impact on perceived transparency and organization-public relationships}},
  author       = {Linjuan Rita Men et al.},
  journal      = {Journal of Public Relations Research},
  year         = {2022},
  doi          = {https://doi.org/https://doi.org/10.1080/1062726x.2022.2068553},
}

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Evidence weight

0.68

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.85 × 0.4 = 0.34
M · momentum0.80 × 0.15 = 0.12
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.