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https://doi.org/10.15655/mw/2020/v11i2/195653
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Nigerian Public Relations Practitioners' Use of Social Media: Validation of an Online Interactivity Model Applying Structural Equation Modeling
[journal article]
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... view more
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.... view less
Classification
Interactive, electronic Media
Free Keywords
PR practitioners; social media; perceived interactivity; active control; two-way communication; synchronization
Document language
English
Publication Year
2020
Page/Pages
p. 337-347
Journal
Media Watch, 11 (2020) 2
ISSN
0976-0911
Status
Published Version; peer reviewed
Licence
Creative Commons - Attribution-Noncommercial-No Derivative Works 4.0