Unpacking public sentiment toward the government: How government communication strategies affect public engagement, cynicism, and word of mouth behavior in South Korea
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.
bridging strategy, buffering strategy, government communication, public cynicism, public engagement, word of mouth behavior
Public Relations and Advertising
66th ICA Annual Conference
City or Country
Soojin KIM and KRISHNA, Arunima.
Unpacking public sentiment toward the government: How government communication strategies affect public engagement, cynicism, and word of mouth behavior in South Korea. (2016). 66th ICA Annual Conference. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/5022
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