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

• Main Authors: El-Kasim, Mukhtar, Syed Abdullah Idid, Syed Arabi
• Format: Article
• Language: English; English
• Published: Universiti Kebangsaan Malaysia 2017
• Subjects: H Social Sciences (General); P87 Communication. Mass media
• Online Access: http://irep.iium.edu.my/56405/1/PR%20Practitioners%20Use%20of%20Social%20Media_Validation%20of%20an%20Online%20Relationship%20Management%20Model%20Applying%20Structural%20Equation%20Modeling.pdf; http://irep.iium.edu.my/56405/7/56405-PR%20practitioners%E2%80%99%20use%20of%20social%20media_SCOPUS.pdf; http://irep.iium.edu.my/56405/; http://ejournal.ukm.my/mjc/article/view/17163/5293
• Institution: Universiti Islam Antarabangsa Malaysia

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,...