Volltext herunterladen
(externe Quelle)
Zitationshinweis
Bitte beziehen Sie sich beim Zitieren dieses Dokumentes immer auf folgenden Persistent Identifier (PID):
https://doi.org/10.15655/mw/2020/v11i2/195653
Export für Ihre Literaturverwaltung
Nigerian Public Relations Practitioners' Use of Social Media: Validation of an Online Interactivity Model Applying Structural Equation Modeling
[Zeitschriftenartikel]
Abstract Two-way symmetrical communication has been described as the best practice in modern public relations. The advent of new media, specifically social media, provides public relations practitioners with the opportunities of engaging in effective two-way communication with their publics because of its in... mehr
Two-way symmetrical communication has been described as the best practice in modern public relations. The advent of new media, specifically social media, provides public relations practitioners with the opportunities of engaging in effective two-way communication with their publics because of its interaction potentials.The aim of this paper, therefore, was to propose and validate an online interactivity model that explains how public relations (PR) practitioners use social media for the promotion of two-way balanced communication with their publics. Data were collected from 513 Nigerian PR practitioners through systematic random sampling and were analyzed using Structural Equation Modeling (SEM). The findings of the study suggested that the proposed and validated online interactivity model explained 82% of practitioners use social media for enhancing interaction with their publics.... weniger
Klassifikation
interaktive, elektronische Medien
Freie Schlagwörter
PR practitioners; social media; perceived interactivity; active control; two-way communication; synchronization
Sprache Dokument
Englisch
Publikationsjahr
2020
Seitenangabe
S. 337-347
Zeitschriftentitel
Media Watch, 11 (2020) 2
ISSN
0976-0911
Status
Veröffentlichungsversion; begutachtet (peer reviewed)
Lizenz
Creative Commons - Namensnennung, Nicht kommerz., Keine Bearbeitung 4.0