| There is not an organization or brand in operation today that can deny the power of social media on a brand's reputation. In 2013, engaging through social media became the number one single online activity for individuals (Smith, 2013). This study explores the dimensions of credibility that are present through social media as organizations become engaged with their various publics. In particular, the study finds that trustworthiness, expertise, personable interaction and invitational rhetoric are critical dimensions for the credibility of an organization interacting through social media. This study also examines which categories of social media platforms may be most influential in building credibility through social media, discovering that visual and video based platforms produced the strongest likelihood of audiences taking actions based on interacting with organizations through social media. Specific tactics that related to the four dimensions of credibility are identified as having a particularly strong influence on the publics' perceptions of an organization's credibility. Finally, the study examines the role brand communities play in influencing publics' perceptions of an organization's or brand's credibility through social media. It is concluded that the primary relationships an individual has with organizations is the significant factor in understanding the role of others' influence in a brand community. These findings contribute to the body of research regarding not only credibility studies but also social media studies. In addition, it is a significant contribution to the academic field of public relations and to the profession of public relations as organizations continue to grapple with the influence of social media on the relationships with publics.;Keywords: Social Media, Credibility, Public Relations, Organization, Brand Communities, Engagement, Online Relationships, Reputation, Online Trust, Invitational Rhetoric, Media Uses and Gratification. |
