A Qualitative and Quantitative Study of Social Media Communicators: An Extension of Role Theory to Digital Media Workers

2017 Special Edition IIUM

“…These can be achieved through changes in behaviour, i.e., increase seriousness towards building good governance image. LA must also be quick to inform the public of any major decisions as this assists in gaining conformity from the public (Carpenter & Lertpratchya, 2016).…”

“…Many scholars have assumed that conformity is good and social integration and personal satisfaction, are greater when persons obey their own and other's expectation (Biddle, 1986). If one does not know what is expected, (s)he will not know how to behave due to unclear evaluation standards (Carpenter & Lertpratchya, 2016).…”

“…Ojo & Adedayo, 2017). Other than the psychological field, this theory has been applied widely in other fields, such as in service encounter (Solomon et al, 1985), lecturer's role (Valk et al, 2014) and social media communicators (Carpenter & Lertpratchya, 2016).…”

“…Thus, a lot of role conflict articles come from this organisational tradition. Stryker and Macke (1978) point out that the reasons for conflict were due to stress, while Rizzo, House and Lirtzman (1970) and Carpenter & Lertpratchya (2016) studied on role conflict and ambiguity. Role conflict is the simultaneous occurrence of more role expectations such as compliance with one would make another more difficult (Katz & Kahn, 1978).…”

Diálogos bilaterales entre investigadores de la Glasgow Caledonian University (Reino Unido) y la Universidad de Alicante (España). Estudios interdisciplinares

“…This can be justified by Petkus (2009), who years later noted the transformation from managerial and organization perspective to the broad, social one. What this early comparison had no chance to consider, however, is the rise of social media in XXI century, which has had an enormous impact on the way organizations reach out to the public (Carpenter & Lertpratchya, 2016). Petkus (2009) partially met those challenges by implementing the social aspect of the communication; nonetheless, he did not consider social media per se in his reflections.…”