| Organizations are continually searching for the most effective ways to distribute information and gain referrals from consumers. This study sought to find out how consumers seek information about an organization and how this impacts their views on the organization and advocacy intentions. The findings from this research conclude that views on the organization were positively impacted by individuals who identified as passive information seekers, more so than the active information-seekers. Passive information-seeking also had a higher association with advocacy than the, still positively associated, active information-seekers. Moreover, the results indicated that the most effective public relationship indicator on advocacy was that of personal commitment and anthropomorphism. Therefore, concluding that organizations would be best served by appealing passively on social media to individuals about the humanistic qualities and level of personal commitment their organization has shown to customers. |
