学术预告 | bte365娱乐城学术系列讲座（第75期）

This project examines the impact of authentic and dialogic corporate social responsibility (CSR) communication via corporate digital platforms on consumers’ online brand community engagement. Building on the engagement strategy in CSR communication, the current research project aims to (1) develop and validate key factors of dialogic and authentic communication as CSR communication strategies, (2) develop and validate the measures of online brand community engagement as an outcome of digital CSR communication, and (3) measure the impact of dialogic and authentic digital CSR communication on consumers’ online brand community engagement. The project contributes to communication and management theories because it applies the relationship management framework into a digital environment and proposes a theoretically plausible linkage between strategic digital communication strategies and online brand community engagement. It contributes to communication and business practices by examining consumers as a public of critical value to corporate business success and long-term development. The findings of the project help business communicators better understand what is indicated by strategic use of digital platforms and how to measure digital engagement of audiences.

 

       姜华博士，现任职美国雪城大学S.I.纽豪斯公共传播学院公共关系学副教授（终身教职）, 2009年获美国马里兰大学公共关系学博士。她的主要的研究领域包括关系管理，员工传播和管理，社交媒体，公共关系领导学，企业社会责任和健康传播。姜博士的国际匿名评审学术论文论著已超过35篇，发表在国际一流传播学期刊，例如Communication Research, Journal of Applied Communication Research, Journal of Health Communication, Telematics and Informatics, Journal of Public Relations Research, Public Relations Review, International Journal of Strategic Communication, Asian Journal of Communication, Journal of Communication Management等等。姜博士有超过十年教授培训国际学生的经验，帮助他们不断学习成长，适应美国的大学校园学习和生活环境。

 

审稿：李丽 徐永怡

编辑：周雨慧

稿件来源：程子珊