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,...

Full description

Bibliographic Details
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/ http://irep.iium.edu.my/56405/ 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

id	iium-56405
recordtype	eprints
spelling	iium-564052017-07-17T07:20:27Z http://irep.iium.edu.my/56405/ PR practitioners’ use of social media: validation of an online relationship management model applying structural equation modeling El-Kasim, Mukhtar Syed Abdullah Idid, Syed Arabi H Social Sciences (General) P87 Communication. Mass media 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. Universiti Kebangsaan Malaysia 2017 Article PeerReviewed application/pdf en 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 application/pdf en http://irep.iium.edu.my/56405/7/56405-PR%20practitioners%E2%80%99%20use%20of%20social%20media_SCOPUS.pdf El-Kasim, Mukhtar and Syed Abdullah Idid, Syed Arabi (2017) PR practitioners’ use of social media: validation of an online relationship management model applying structural equation modeling. Malaysian Journal of Communication, 33 (1). pp. 212-228. ISSN 2289-151X E-ISSN 2289-1528 http://ejournal.ukm.my/mjc/article/view/17163/5293
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English English
topic	H Social Sciences (General) P87 Communication. Mass media
spellingShingle	H Social Sciences (General) P87 Communication. Mass media El-Kasim, Mukhtar Syed Abdullah Idid, Syed Arabi PR practitioners’ use of social media: validation of an online relationship management model applying structural equation modeling
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 Abdullah Idid, Syed Arabi
author_facet	El-Kasim, Mukhtar Syed Abdullah Idid, Syed Arabi
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	Universiti Kebangsaan Malaysia
publishDate	2017
url	http://irep.iium.edu.my/56405/ http://irep.iium.edu.my/56405/ 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
first_indexed	2023-09-18T21:19:33Z
last_indexed	2023-09-18T21:19:33Z
_version_	1777411790093680640

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

Similar Items