Research and Insights

CJC at IPRRC 2019

March 7-9, 2019
Orlando, Florida


Mary Ann Ferguson, Public Relations professor

The Joint Effect of Corporate Social Irresponsibility and Social Responsibility on Consumer Outcomes

Authors: Cen “April” Yue, doctoral student, Mary Ann Ferguson

Award: Brigham Young University Top Ethics Paper Award

Abstract: CSI following on a CSR campaign in the same domain results in perceptions of company hypocrisy leading to negative consumer responses. A 2x2x2 between-subjects experiment based on the interaction effects of the time sequence and the CSI domain suggests that same domain CSR and CSI is likely to backfire.

Linda Hon, Public Relations Professor

Predicting Publics’ Responses to Online Public Relations Campaign Message Dealing with Controversial Issue

Authors: Jungyun Won, doctoral student, Linda Hon

Abstract: As public relations campaigns often deal with controversial issues that cannot avoid targeting diverse public groups showing different attitudes and concerns toward the issue, this article examines the effects of prior attitude, type of concern, and message type on publics’ responses to campaign message in the context of GMOs issue.

 Spiro Kiousis, exec associate dean

Political Public Relations in Mid-Term Election Campaigns: Intercandidate Agenda-Building in Florida’s 2018 Gubernatorial and Senate Race

Authors: Phillip Arceneaux, doctoral student, Tianduo Zhang, Fordham University, Osama Albishri, Pamala Proverbs, and Spiro Kiousis

Abstract: This study utilizes a content analysis to probe how the Gillum and DeSantis (Governor) and Nelson and Scott (Senate) campaigns’ communication strategies influenced media coverage and public opinion in the 2018 Florida mid-term elections. Collected data includes press releases, social media content, email listserv content, and Florida news media coverage.

Moon Lee, Public Relations, associate professor

A Comparative Content Analysis of Crisis Response Strategies Between the USA and China

Authors: Moon J. Lee, Seohyeon Lee, Jeju National University (Korea) and Yufan “Sunny” Qin, doctoral student.

Award: PRIME Research Award

Abstract: We examined response strategies in the USA and China, analyzed 235 crisis cases for the last decade, and found rebuilding strategy as the most often used strategy. Several differences were found between these countries regarding response strategies and specifics in organizations’ responses.

A Comparative Content Analysis of Crisis Response Strategies Between the USA and India

Authors: Moon J. Lee, Rojan Baniya, doctoral student at UF College of Health and Human Performance, CJC master’s student Bhakti Bhakti, and Seohyeon Lee, Jeju National University (Korea).

Abstract: We examined response strategies in the USA and India, analyzed 157 crisis cases (USA: n = 114; India: n = 43) for the last decade. Although we found rebuilding strategy as the most often used strategy, several differences were found between these countries, regarding response strategies and specifics in organizations’ responses.

Rita Men, Public Relations associate professor

Examining the Impact of Communication Climate on Organizational Change Outcomes: The Mediating Role of Organizational Identification

Authors: Marlene S. Neil, Baylor University, Rita Men, Cen “April” Yue, doctoral student

Abstract: Successful organizational change requires effective internal communication, but change management communication remains an underexplored area in public relations research. Using structural equation modeling, this study tests a normative model linking communication climate and organizational identification to desired change-related outcomes including commitment to change and behavioral support for change.

Examining the Effects of Internal Social Media on Employee Engagement: The Mediating Roles of Perceived Transparency and Organizational Identification

Authors: Rita Men, Julie O’Neil, Texas Christian University, and Michele Ewing, Kent State University

Award: PRSA Employee Communication Research Award

Abstract: This study surveyed 1,150 U.S. employees and explored whether and how internal social media influences employee engagement. Results showed that employees use internal social media for information, social integration, and empowerment purposes. Employees’ use of internal social media leads to perceived organizational transparency and organizational identification, which in turn, contribute to employee engagement.

Doctoral  Students

Alexis Bajalia, Master’s student

Where Are We Now? Public Relations Professionals Discuss Measurement and Evaluation

Award: University of Miami School of Communication Top Student Paper Award

Abstract: In-depth interviews with executive– and junior-level PR professionals describe how professionals currently measure and evaluate PR and their suggestions for industry-wide improvement. Additional interviews with measurement and evaluation thought leaders provide insight and recommendations about the current and future states of PR measurement and evaluation.

Sining Kong, doctoral student

How Chinese Small Scale Online Shopkeepers Engage Publics Through Different Types of Posts

Abstract: This paper aims to examine how Chinese small scale online shopkeepers use different types of posts to engage publics. This paper will use python web crawler to analyze the online shopkeepers’ original posts of the products, their personal posts, retweet of others’ posts regarding the online shopkeepers’ interests and the post’s media richness.

Kalyca Lynn Becktel and Lincoln Lu, doctoral students

Packing a Punch: Fly Like a Butterfly Sting Like a Meme

Abstract: When consumer-created content is shared, product meanings are transferred from the consumer to the brand (McCracken, 1986). Thus, organizations lack control over the brand message. Guided by priming and framing, this experiment investigates the various impacts of derisive starter pack memes on individuals, subcultures, and organizations.

Casey McDonald and Leping You, doctoral students

I Expected Nothing “Like” That: Expectations of Organizational Behavior on Facebook Posts

Abstract: There is a question about how dialogical communication (dialogical loop (replies to user comments) and conversational human voice) influence the perception of corporate social responsibility messages on Facebook. Using expectations violations as a theoretical underpinning, this 2×2 experimental design tests publics’ expectations and attitude towards organizations using these behaviors.