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Building and Maintaining Relationshi...

Trowbridge, Kevin S.

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Building and Maintaining Relationships in the Digital Age: Measuring the Effects of Social Media Engagement on Organization-Public Relationships.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Building and Maintaining Relationships in the Digital Age: Measuring the Effects of Social Media Engagement on Organization-Public Relationships./
作者:	Trowbridge, Kevin S.
面頁冊數:	176 p.
附註:	Source: Dissertation Abstracts International, Volume: 74-12(E), Section: A.
Contained By:	Dissertation Abstracts International74-12A(E).
標題:	Multimedia Communications. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3572827
ISBN:	9781303402777

Building and Maintaining Relationships in the Digital Age: Measuring the Effects of Social Media Engagement on Organization-Public Relationships.
Trowbridge, Kevin S.

Building and Maintaining Relationships in the Digital Age: Measuring the Effects of Social Media Engagement on Organization-Public Relationships. - 176 p.

Source: Dissertation Abstracts International, Volume: 74-12(E), Section: A.

Thesis (Ph.D.)--Regent University, 2013.

At the heart of public relations are the relationships that are built and maintained with individuals, collectively known as publics. Organizations of all types are embracing social media as a primary channel through which to communicate with their publics. This study investigated the effects of social media engagement on multiple dimensions of organization-public relationships. Using an online survey of social media users, this report describes how an individual's perceptions of attitude toward the organization, satisfaction with the organization, reputation of the organization, mutual benefit for the organization, and community investment by the organization are related to one's engagement through social media. Based upon the findings of this study, the author contends that existing measures of organization-public relations may be inadequate and explains the new dimensions that emerged during this project. Further, the findings provide insight into the demographics of social media users as well as their increasing expectations for engagement and interaction with organization to which they connect online and, more specifically, through social media. Implications for public relations scholarship and practice are discussed and recommendations for future research are suggested.

ISBN: 9781303402777Subjects--Topical Terms:

1057801
Multimedia Communications.

Building and Maintaining Relationships in the Digital Age: Measuring the Effects of Social Media Engagement on Organization-Public Relationships.
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245 1 0 $a Building and Maintaining Relationships in the Digital Age: Measuring the Effects of Social Media Engagement on Organization-Public Relationships.
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500 $a Source: Dissertation Abstracts International, Volume: 74-12(E), Section: A.
500 $a Adviser: John D. Keeler.
502 $a Thesis (Ph.D.)--Regent University, 2013.
520 $a At the heart of public relations are the relationships that are built and maintained with individuals, collectively known as publics. Organizations of all types are embracing social media as a primary channel through which to communicate with their publics. This study investigated the effects of social media engagement on multiple dimensions of organization-public relationships. Using an online survey of social media users, this report describes how an individual's perceptions of attitude toward the organization, satisfaction with the organization, reputation of the organization, mutual benefit for the organization, and community investment by the organization are related to one's engagement through social media. Based upon the findings of this study, the author contends that existing measures of organization-public relations may be inadequate and explains the new dimensions that emerged during this project. Further, the findings provide insight into the demographics of social media users as well as their increasing expectations for engagement and interaction with organization to which they connect online and, more specifically, through social media. Implications for public relations scholarship and practice are discussed and recommendations for future research are suggested.
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