Earticle

The current study examines how collegiate institutions in a Confucius value-laden society engage in communication with its internal public, from the perspective of the school public relations approach using five dimensions of relational constructs (trust, control mutuality, relational satisfaction, relational commitment, face-work). Interviews with 26 undergraduate students at a 4-year institution in Korea revealed that students identified three relationships in their OPR, namely, university-student, departmentstudent, and professor-student. Findings show that students identified the university's main goal ought to be providing employment opportunities to college students; and department-student relationship as impersonal and one-directional. In terms of the professor-student relationship, students identified that trust and commitment are established with professors' expertise and efforts, but the presence of imbalanced power due to social and contextual factors; wanting to be closer to professors but feeling distant and keeping distance intentionally to maintain professors' and their own faces are at work. Findings contribute to the literature on OPR, School Public Relations and relational constructs; suggestions for follow-up studies and implications are discussed.

More corporations have participated in the banning of animal testing for cosmetics and shown their values related to this issue to their customers. This study evaluated how these corporations communicated with their customers to receive positive responses from customers even if they had experienced a service failure. This study examined how individual switching behaviors are associated with service failures depending on the type of service failure. This study also investigates the associations between customers' value fit regarding animal testing for cosmetics and their switching behaviors. The findings suggest that switching behaviors are more significantly associated with individual process failure than outcome failure. Also, this study finds that CSR is an important factor in the relationship between service failure and switching behaviors. Theoretical implications and practical contributions are discussed.

Cybercrimes such as phishing scams are presenting recurring and pervasive threats worldwide, especially in the banking industry. Between December 2021 and January 2022, Singapore's second-largest local bank, OCBC Bank (OCBC), encountered its worst phishing scam. The current case study aims to analyze OCBC's crisis management efforts using Coombs' (2019) three-staged approach to crisis management. Findings suggest that OCBC failed to contain the crisis despite its base responses of instructing and adjusting information in the pre-crisis stage. However, the inclusion of compensation in its crisis response strategy coupled with reinforcing strategies had a positive impact on the bank's crisis recovery efforts.

This study explored the actual use of conversational human voice in Instagram posts and tested their impact on user engagement based on Fortune 500 companies' content (N=7,545). Findings from this study stress the effectiveness and prevalence of conversational human voice in corporate messages utilized in social media content by Fortune 500 companies. Specifically, their accounts adopted human voice message features differently across various industry types, while some of them significantly increased engagement on their social media communication channels.

Generation Z is the youngest generation of society who features different characteristics from the previous generations. Just like in other industries, the communication ability of Generation Z in the public relations industry is argued to exert a negative influence on the interpersonal relationship with the older generations within the organization. To address the argument, this study aims to test the factors that influence on GenZers' intergenerational communication. In addition to the age stereotype and social norm, the main predictors revealed in previous intergenerational communication literature, this study employed communication competence as a communication variable. Results of hierarchical regression analyses showed that communication competence was found to be the second strongest predictor, next to benevolence (stereotype on personality). Practical implications for public relations employers and theoretical implications are discussed.