With the development of social media, it has become an essential platform for two-way communication between the public and organizations. However, the existing literature has mainly focused on the organization's one-way communication strategies for disseminating content. On the contrary, the "interaction" as a two-way communication process is not well explored. This study aims to explore the role of the interaction between the public and the organization on social media in terms of the intensity of the interaction and the quality of the interaction in shaping the perception of the transparency of the organization and, ultimately, the perception of the organization and the behavior of the public in the form of word-of-mouth communication and crisis resilience. The methodology employed in the present study is a mixed-methods approach, which includes content analysis to collect data, a questionnaire survey using the time-lagged approach, and, finally, data analysis using the structural equation model. The study shows that high-quality, high-intensity social media interactions function as a behavioral signal of organizational transparency, thereby enhancing perceived legitimacy and trust and increasing the spread of positive word-of-mouth and resistance intentions among the public in crisis. The results of the present study will help unveil the deeper value of interaction between the public and organizations on social media.
Research Article
Open Access