PR 영역에서의 커뮤니케이션 진정성 척도 및 비교 연구: CSR과 위기관리 커뮤니케이션의 진정성 인식 비교를 중심으로 A Study on Scale Development and Comparison of Communication Authenticity depend on PR domains : Focusing on perception of communication authenticity between CSR and crisis management
Recently the authenticity is being perceived and evaluated as a significant factor by publics in organization’s communication and a number of related studies is rapidly increasing in various domains. But there are some theoretical limits of conceptual validity and multi-dimensionality caused by a different conceptual definition and measurement. Therefore, the purpose of this study is to develop a standard scale for communication authenticity in multidimensional terms and to compare the authenticity scale between CSR and crisis management communication. By exploratory factor analysis with 21 measurement items sourced from the earlier studies, Three dimensions of the communication authenticity-a rational, emotional, and behavioral dimension-is identified. The behavioral authenticity is a more significant factor in pro-active CSR domain. The emotional authenticity is more significant in re-active crisis management communication. In conclusion, authentic communication is a multi-dimension construct including a rational(fact/real), emotional(heart), and behavioral(act) dimension, not a single dimension construct.
Recently the authenticity is being perceived and evaluated as a significant factor by publics in organization’s communication and a number of related studies is rapidly increasing in various domains. But there are some theoretical limits of conceptual validity and multi-dimensionality caused by a different conceptual definition and measurement. Therefore, the purpose of this study is to develop a standard scale for communication authenticity in multidimensional terms and to compare the authenticity scale between CSR and crisis management communication. By exploratory factor analysis with 21 measurement items sourced from the earlier studies, Three dimensions of the communication authenticity-a rational, emotional, and behavioral dimension-is identified. The behavioral authenticity is a more significant factor in pro-active CSR domain. The emotional authenticity is more significant in re-active crisis management communication. In conclusion, authentic communication is a multi-dimension construct including a rational(fact/real), emotional(heart), and behavioral(act) dimension, not a single dimension construct.
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