{"id":15101,"date":"2025-08-27T19:59:05","date_gmt":"2025-08-27T17:59:05","guid":{"rendered":"https:\/\/agcommtech.de\/2025\/08\/27\/corporate-communication-review-building-relationship-on-social-media-ai-vs-human\/"},"modified":"2025-08-29T15:45:46","modified_gmt":"2025-08-29T13:45:46","slug":"corporate-communication-review-building-relationship-on-social-media-ai-vs-human","status":"publish","type":"post","link":"https:\/\/agcommtech.de\/en\/2025\/08\/27\/corporate-communication-review-building-relationship-on-social-media-ai-vs-human\/","title":{"rendered":"Corporate Communication Review: Building Relationship on Social Media: AI vs. human"},"content":{"rendered":"

[vc_row][vc_column][vc_column_text]<\/p>\n\n

Corporate Communication Review: Building Relationship on Social Media: AI vs. human<\/strong><\/h2>\n
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\nIn diesem Artikel untersuchten Jeyoung Oh und Eyun-Jung Ki, wie die Art des Absenders (Mensch oder KI) und der gew\u00e4hlte Sprachstil (konversational und locker oder formal und organisatorisch) die Wahrnehmung einer Organisation beeinflussen und wie sich dies auf die Bereitschaft zur Interaktion in sozialen Medien auswirkt. Dazu wurde ein Experiment durchgef\u00fchrt, in dem Teilnehmende fiktive X-Accounts eines US-Autoherstellers sahen und deren Botschaften sich ausschlie\u00dflich durch Absender und den Sprachstil unterschieden. Dabei wurde die Beziehungsqualit\u00e4t gemessen. Dazu geh\u00f6ren Faktoren wie Vertrauen, Zufriedenheit, Engagement und die sogenannte Control Mutuality also das Gef\u00fchl, Einfluss auf die Organisation nehmen zu k\u00f6nnen.\n

\nDie Ergebnisse zeigen, dass menschliche und KI-gest\u00fctzte Absender in den meisten Dimensionen \u00e4hnlich wirksam sind. Vertrauen, Zufriedenheit, Engagement und Interaktionsbereitschaft unterschieden sich kaum, unabh\u00e4ngig davon, ob die Nachrichten von einem Menschen oder einer KI verfasst wurden. Botschaften von menschlichen Absendern vermittelten allerdings ein st\u00e4rkeres Gef\u00fchl, Einfluss auf die Organisation zu haben.\n

\nEin konversationeller und nahbarer Ton f\u00fchrt zu deutlich positiveren Beziehungsergebnissen als eine formelle und distanzierte Sprache. Dieser Stil steigert Vertrauen, Zufriedenheit und Interaktion und verringert Vorbehalte gegen\u00fcber KI-generierten Botschaften, sodass Unterschiede zwischen Mensch und Maschine verschwinden k\u00f6nnen. Wird hingegen ein formeller Stil gew\u00e4hlt, schneiden menschliche Absender besser ab.\n

\nDie Ergebnisse zeigen, dass KI-Agenten zwar zur Effizienz beitragen, den menschlichen Absender aber nicht vollst\u00e4ndig ersetzen k\u00f6nnen, insbesondere in Bereichen, in denen Beziehung und Teilhabe entscheidend sind.\n\n

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TO THE READING TIP<\/strong><\/a><\/div>\n\n<\/div>\n\n
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ALL READING TIPS<\/strong><\/a><\/div>\n\n<\/div>\n

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[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/section>","protected":false},"excerpt":{"rendered":"

n this article, Jeyoung Oh and Eyun-Jung Ki examine how the type of sender (human or AI) and the chosen language style (conversational and casual or formal and organizational) influence the perception of an organization and how this affects the willingness to interact on social media.<\/p>\n","protected":false},"author":2,"featured_media":15097,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[96],"tags":[],"ppma_author":[123],"class_list":["post-15101","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-reading-tips"],"yoast_head":"\nCorporate Communication Review: Building Relationship on Social Media: AI vs. human - AG CommTech<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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