All posts by Vered Malka

Summary This study focused on the potential of smartphones for engagement and relationship building between organizations and young publics. The findings reveal that the smartphone gratifies both interaction-related and cognitive-related needs; nonetheless, organizations do not utilize the full dialogic potential of the smartphone to engage and to build relationships with young publics. Method The data … Continue reading Smartphones and Young Publics: A New Challenge for Public Relations Practice and Relationship Building →