Organization-public relationships on social media: The role of relationship strength, cohesion and symmetry.

This study investigated the role of three relationship properties embedded in organization-public relationships (OPR) built through social media interaction. We hypothesize that relationship strength, cohesion, and symmetry are positively related to three types of OPR, i.e., communal, exchange and symbiotic relationships. To test our hypotheses, we survey 73 nonprofit organizations and apply structural equation modelling to analyze hypothesized relationships. Results indicated that strong and cohesive interaction on social media is positively related to communal and symbiotic OPR, but not exchange OPR. On the other hand, symmetrical interaction is positively related to exchange OPR, but not communal and symbiotic OPR. Exchange OPR allows trading of benefits through social media interaction and this is positively related to symbiotic OPR. Understanding the association between the above relationship properties or patterns and OPR can assist organizations in developing strategic relational practices sufficient for organization-public interaction on social media. • Social media is a two-way communication and functionally interactive tool. • Two-way symmetrical interaction on social media supports reciprocation of benefits in OPR. • It also builds a sense of interdependence between the organization and the public. • A sense of interdependence attracts the public to relate with the organization. • Cohesive interaction also attracts the public to relate with the organization. [ABSTRACT FROM AUTHOR]