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Fabienne Bünzli
Title
Dr.
Last Name
Bünzli
First name
Fabienne
Email
fabienne.buenzli@unisg.ch
Phone
+41 71 224 2776
Now showing
1 - 10 of 10
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PublicationVisual Relationship Building on Facebook: Nonprofit Organizations’ Use of Photos to Cultivate Relationships and Stimulate User Engagement( 2023)Facebook has become an important strategic tool for nonprofit organizations to cultivate relationships with their stakeholders. But although Facebook is a predominantly visual medium, it is largely unknown how photographs contribute to relationship building. Using politeness theory as a theoretical framework, we argue that photographs facilitate relationship building to the extent to which they include politeness cues that support people's desire for autonomy (negative face wants) and their desire for approval (positive face wants). We then offer a systematic overview of visual politeness cues employing Kress and van Leeuwen's (2006) theory of visual grammar. A content analysis of 1,370 Facebook posts of U.S. health charities was conducted to examine the effects of these visual politeness cues on relationship building success, measured by the extent to which people engage with a post by liking and sharing it as well as commenting on it. The findings provide consistent support for our hypotheses suggesting that engagement is significantly greater when photos include visual politeness cues (vertical angle: high angle and eye level angle; horizontal angle: frontal angle; contact: direct gaze; physical distance: medium and long shots).Type: conference paper
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PublicationThe persuasive effects of verbal anchoring and visual complexity( 2021)Dillard, James P.Type: conference paper
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PublicationSynthesizing Stakeholder Management: Cutting Through the Jungle of Concepts( 2017-10)Stakeholder management’s popularity is a double-edged sword: while the approach has established itself in research fields such as business communication, the myriad of different definitions and frameworks makes it difficult to capture its essence. Based on a review of literature, we therefore provide a communication-oriented synthesis of stakeholder management in terms of its underlying assumptions and practical implications. We argue that developing an appropriate communication strategy tailored to the attitudes of an organization’s relevant interest groups lies at the heart of stakeholder management. Drawing on a process perspective, we show that the reviewed stakeholder management concepts all converge regarding three core phases. Moreover, we discover that these concepts can be categorized into two different proceeding methods. We also state that communication is a critical factor for strategy implementation outcomes. Dealing with the application fields of stakeholder management, we further identify three lines of argumentation and their implications for organizational communication.Type: conference paper