Title

Unpacking public sentiment toward the government: How government communication strategies affect public engagement, cynicism, and word of mouth behavior in South Korea

Publication Type

Conference Paper

Publication Date

6-2016

Abstract

This study tests therelationships between two types of public sentiment toward the government, theirantecedents and their outcomes. A Web survey was conducted in South Korea(N=1112) to understand publics’ evaluations of their sentiments toward thegovernment. The results show that perceived type of government communicationstrategy affects public engagement, public cynicism, and publics’ positive andnegative word of mouth behavior about government. Theoretical and empiricalimplications are discussed.

Keywords

bridging strategy, buffering strategy, government communication, public cynicism, public engagement, word of mouth behavior

Discipline

Public Relations and Advertising

Research Areas

Corporate Communication

Publication

66th ICA Annual Conference

Publisher

EAI

City or Country

Fukuoka

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