How to Determine if a Blog is Effective : A Multidimensional Scale of Blog Engagement

Hopp, Toby, & Gallicano, Tiffany Derville (2016). Development and test of a multidimensional scale of blog engagement. Journal of Public Relations Research, 28(3-4), 127–145. doi:10.1080/1062726X.2016.1204303 Summary Social media interactions are commonly used to measure engagement; however, at most, they should be used only as a key performance indicator since audiences can be engaged without liking, […]

Understanding Social Media Peer Communication and Organization-Public Relationships: Evidence from China and the United States

Men, Rita Linjuan, & Muralidharan, Sidharth (2017). Understanding social media peer communication and organization-public relationships: Evidence from China and the United States. Journalism and Mass Communication Quarterly, 94(1), 81-101. Summary There is a lack of research particularly on how peer communication in virtual communities about companies may influence the quality of organization–public relationship (OPR) outcomes. […]

Exploring the Impact of Internal Social Media Usage on Employee Engagement

Haddud, Abubaker, Dugger, John, & Gill, Preet (2016). Exploring the impact of internal social media usage on employee engagement. Journal of Social Media for Organizations, 3(1),  1 – 23. Summary The emergence of internal social media platforms/applications is creating opportunities for organizations to promote collaboration between employees and to improve employee engagement. Internal social media […]

Emerging Issues in Internal Communications: Generational Shifts, Internal Social Media & Engagement

Neill, Marlene S. (Winter 2015) Emerging Issues in Internal Communications: Generational Shifts, Internal Social Media & Engagement. Public Relations Journal, 9(4). Summary Internal communication is rising in prominence and resources due to generational shifts as Baby Boomers retire and Millennials enter the workforce. Through 32 interviews with executives in marketing, public relations and human resources, […]

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 […]

Dialogic Communication Through “Pinning”: An Analysis of Top 10 Most-Followed Organizations’ Pinterest Profiles.

Agozzino, Alisa (2015). Dialogic communication through “pinning”: An analysis of top 10 most-followed organizations’ Pinterest profiles. Public Relations Journal, 9 (3). Summary The current study aims to explore how the top 10 most-followed organizations on Pinterest (defined by Mashable) build relationships through the dialogical communication framework. The study seeks to determine the dialogic features present […]

Smartphones, Publics and OPR: Do Publics Want to Engage?

Avidar, Ruth; Ariel, Yaron; Malka, Vered; & Levy, C. Eilat (2015). Smartphones, publics, and OPR: Do publics want to engage? Public Relations Review, 41(2), 214-221. Summary Smartphones offer new opportunities for public-organization engagement. The current study focuses on the actual usage of smartphones, as well as users’ willingness to engage with organizations via smartphones. A […]

Digital Native at Work

Engagement across Three Social Media Platforms: An Exploratory Study of a Cause-Related PR Campaign

Summary This study analyzed a social media campaign promoting child welfare to explore the associations among people’s social media use, their engagement with the campaign’s different social media platforms (blog, Facebook, Twitter), and three intended behavioral outcomes (social media behavior, offline communication behavior, and helping behavior). An online survey of 73 participants shows people’s use […]