Tilburg center for Cognition and Communication (TiCC)

We study how people communicate with each other and how computer systems can be taught to communicate with us.

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TiCC Colloquium: Sarah van der Land

What: Three of a kind? The differential roles of social presence, electronic propinquity, and conversational human voice in an online complaint handling context
Where: AZ 414
When: Wednesday, 14 December 2016, 12:30 - 13:30 hours


Abstract

To date, no attempt has been made to assess perceptions as social presence, propinquity and conversational human voice as distinct theoretical explanations for the positive effects of webcare (personal vs. impersonal). Informed by the literature in public relations, customer service, and (computer-mediated) communication, this study sets out to explore (a) the differences between social presence, propinquity and conversational human voice, and (b) their mediating role in the relationship between (personal vs. impersonal) organizational responses, and relationship quality. To test our hypotheses, a between-subjects experiment was conducted with conditions varying in tone of voice (personal vs. impersonal, n = 205). The results of this study provide a deeper understanding of these constructs, their theoretic underpinnings, and the degree to which they serve as mechanism to (re)build relationships in hypercritical social media environments.



When: 14 December 2016 12:30

End date: 14 December 2016 13:30