Social Media as a Loudspeaker for Nike: Can Image Repair Communication on Facebook Impact Emotion and Responsibility Attribution?

Johnson, Erika Katherine, & Hong, Seoyeon Celine (Winter 2015). Social Media as a Loudspeaker for Nike: Can Image Repair Communication on Facebook Impact Emotion and Responsibility Attribution? Public Relations Journal, 9(4). Summary This study analyzed comments in response to a corrective action statement from Nike on its Facebook page. The results revealed that effortful involvement […]

How Professional Athletes Use Hashtags and Retweets to Engage Their Fanbase

Watkins, Brandi, & Lewis, Regina (2014). Initiating dialogue on social media: An investigation of athletes’ use of dialogic principles and structural features of Twitter. Public Relations Review, 40(5), 853-855. Summary Public relations scholars have considered engaging in dialogue to be an effective strategy for building relationships with the public. This study extends research on using […]