PR practitioners’ use of social media: validation of an online relationship management model applying structural equation modeling

The emergence of social media had shaped the relationships between public relations practitioners, organizations and publics. Social media provides numerous opportunities of maintaining mutual relationships between these entities, specifically because of its speed and interactive potentials. Hence,...

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Main Authors: El-Kasim, Mukhtar, Syed Arabi Idid
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2017
Online Access:http://journalarticle.ukm.my/10544/1/17163-48645-2-PB.pdf
http://journalarticle.ukm.my/10544/
http://ejournal.ukm.my/mjc/issue/view/901
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Institution: Universiti Kebangsaan Malaysia
Language: English
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spelling my-ukm.journal.105442017-07-11T23:58:00Z http://journalarticle.ukm.my/10544/ PR practitioners’ use of social media: validation of an online relationship management model applying structural equation modeling El-Kasim, Mukhtar Syed Arabi Idid, The emergence of social media had shaped the relationships between public relations practitioners, organizations and publics. Social media provides numerous opportunities of maintaining mutual relationships between these entities, specifically because of its speed and interactive potentials. Hence, many organizations established social media sites and public relations practitioners utilized it in their workplace. However, most of the studies that examined the influence of social media in shaping organizations-public relationships were not carried out on a theoretical continuum. Hence, little is known on the influence of social media on public relations practice from developing countries’ perspective. The motivation of this study was to propose and validate a model which explains how public relations practitioners use social media for enhancing mutual relationships with their strategic publics. The significance of conducting this study is to bring to light the influence of social media in public relations practice from a country that has different demographic, economic and political settings from countries which most of the studies of this nature were carried out before. Technology Acceptance Model (TAM) was utilized as the theoretical guide of this study. Thus, the actual use of social media among PR practitioners was measured by a construct named, Perceived Mutual Relationship. Perceived Mutual Relationship was also measured from three dimensions which included: trust; commitment and satisfaction. Data were collected from 513 public relations practitioners in Nigeria through a systematic random sampling. Structural Equation Modeling (SEM) was employed for analysis of the model. The study used TAM to explain reasons why practitioners utilized social media for enhancing mutual relationships with their publics. Specifically, the validated model proved that use of social media for relationship management was explained by 73%. The validated model provides public relations researchers with a theoretical framework to investigate how social media could be utilized in promoting mutual relationships between public relations practitioners, their organizations and target publics. Penerbit Universiti Kebangsaan Malaysia 2017 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/10544/1/17163-48645-2-PB.pdf El-Kasim, Mukhtar and Syed Arabi Idid, (2017) PR practitioners’ use of social media: validation of an online relationship management model applying structural equation modeling. Jurnal Komunikasi ; Malaysian Journal of Communication, 33 (1). pp. 212-228. ISSN 0128-1496 http://ejournal.ukm.my/mjc/issue/view/901
institution Universiti Kebangsaan Malaysia
building Perpustakaan Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description The emergence of social media had shaped the relationships between public relations practitioners, organizations and publics. Social media provides numerous opportunities of maintaining mutual relationships between these entities, specifically because of its speed and interactive potentials. Hence, many organizations established social media sites and public relations practitioners utilized it in their workplace. However, most of the studies that examined the influence of social media in shaping organizations-public relationships were not carried out on a theoretical continuum. Hence, little is known on the influence of social media on public relations practice from developing countries’ perspective. The motivation of this study was to propose and validate a model which explains how public relations practitioners use social media for enhancing mutual relationships with their strategic publics. The significance of conducting this study is to bring to light the influence of social media in public relations practice from a country that has different demographic, economic and political settings from countries which most of the studies of this nature were carried out before. Technology Acceptance Model (TAM) was utilized as the theoretical guide of this study. Thus, the actual use of social media among PR practitioners was measured by a construct named, Perceived Mutual Relationship. Perceived Mutual Relationship was also measured from three dimensions which included: trust; commitment and satisfaction. Data were collected from 513 public relations practitioners in Nigeria through a systematic random sampling. Structural Equation Modeling (SEM) was employed for analysis of the model. The study used TAM to explain reasons why practitioners utilized social media for enhancing mutual relationships with their publics. Specifically, the validated model proved that use of social media for relationship management was explained by 73%. The validated model provides public relations researchers with a theoretical framework to investigate how social media could be utilized in promoting mutual relationships between public relations practitioners, their organizations and target publics.
format Article
author El-Kasim, Mukhtar
Syed Arabi Idid,
spellingShingle El-Kasim, Mukhtar
Syed Arabi Idid,
PR practitioners’ use of social media: validation of an online relationship management model applying structural equation modeling
author_facet El-Kasim, Mukhtar
Syed Arabi Idid,
author_sort El-Kasim, Mukhtar
title PR practitioners’ use of social media: validation of an online relationship management model applying structural equation modeling
title_short PR practitioners’ use of social media: validation of an online relationship management model applying structural equation modeling
title_full PR practitioners’ use of social media: validation of an online relationship management model applying structural equation modeling
title_fullStr PR practitioners’ use of social media: validation of an online relationship management model applying structural equation modeling
title_full_unstemmed PR practitioners’ use of social media: validation of an online relationship management model applying structural equation modeling
title_sort pr practitioners’ use of social media: validation of an online relationship management model applying structural equation modeling
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2017
url http://journalarticle.ukm.my/10544/1/17163-48645-2-PB.pdf
http://journalarticle.ukm.my/10544/
http://ejournal.ukm.my/mjc/issue/view/901
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