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 … Continue reading Dialogic Communication Through “Pinning”: An Analysis of Top 10 Most-Followed Organizations’ Pinterest Profiles.
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Every day, new technological innovations change the way journalists engage with their audiences. As these relationships evolve, so too does the relationship between the media and communication professionals. With such constant change, how can you ensure your strategy is up to date? The new Cision State of the Media 2016 Report helps communication professionals stay … Continue reading What’s the State of the Media in 2016? →
Marcia DiStaso, Ph.D. and director of the Social Media Research Center, reflects on the development of social media research in honor of IPR’s 60th Anniversary. In 2006, MySpace was the most popular social networking site in the United States. Facebook had fewer than one million users, and few organizations realized the potential impact of social media. A couple years … Continue reading The Evolution of Social Media Research →
The release of the 2013 Federal Financial Institutions Examination Council Guidance on Social Media Risk Management brought two things to the forefront of bank marketing, (1) a broad understanding that social media is advertising, and (2) social media risk exists, and must be identified and managed. Prior to 2013, there was a common misperception in … Continue reading The Rules, Regulations, and Risks of Social Media for Financial Institutions →
This paper appears courtesy of Dr. Linda Hon (University of Florida) and originally appeared in the December issue of the Public Relations Review. Download full paper: Social Media Framing Within the Million Hoodies Movement for Justice (PDF) Hallahan’s (1999) overview of framing and its applications laid the groundwork for how seven models of framing could be … Continue reading Social Media Framing Within the Million Hoodies Movement for Justice →
Ask any communications practitioner what the measure of success is for their campaigns, and most often the response will be a list of well written coverage pieces, shared aggressively across social channels. Ask any marketer what the measure of success is for their campaigns, and they will reply with a litany of metrics. Guess what, … Continue reading Moving Past Coverage: How to Measure Your Social Media Program →
This blog post is a part of the Social Science for Social Media Research Center at the Institute for Public Relations. Convergence As a public relations scholar researching social media and teaching an introductory communication course at the University of Hawaii more than ten years ago, I found Henry Jenkins’ concept of convergence to be … Continue reading Divergent in the World of Social Media →
Wiencierz, Christian; Pöppel, Katharina G.; & Röttger, Ulrike (2015). Where does my money go? How online comments on a donation campaign influence the perceived trustworthiness of a nonprofit organization. International Journal of Strategic Communication, 9(2), 102-117. DOI: 10.1080/1553118X.2015.1008634 Summary Nonprofit organizations (NPOs) are increasingly using social media to spread campaigns. Little research has focused on … Continue reading Where Does My Money Go? How Online Comments Can Influence a Fundraising Campaign →
Zhang, Xiaochen; Tao, Weiting; & Kim, Sora (2014). A comparative study on global brands’ micro blogs between China and USA: Focusing on communication styles and branding strategies. International Journal of Strategic Communication, 8(4), 231-249. Summary This quantitative content analysis compares global brands’ use of communication styles and brand anthropomorphism between two leading culturally different micro-blogging … Continue reading A Comparative Study on Global Brands’ Micro Blogs between China and USA: Focusing on Communication Styles and Branding Strategies →
Wang, Ye; Qiao, Fei; & Peng, Wei (2015). Is the size or the valence of proactive engagement associated with purchase intention? A Case study of branded blogs of Starbucks. International Journal of Strategic Communication, 9(3), 197-216. Summary With an increasing number of organizations and brands involved in content marketing, it is becoming increasingly urgent for … Continue reading Is the Size or the Valence of Proactive Engagement Associated with Purchase Intention? A Case Study of Branded Blogs of Starbucks →
Verčič, Dejan; Tkalac Verčič, Ana; & Sriramesh, Krishnamurthy (2015). Looking for digital in public relations. Public Relations Review, 41(2), 142-152. Summary The purpose of this study was to review the growth of the body of knowledge on the nexus between public relations and ICTs, and digital, social and mobile (DSM) media. This study sought to … Continue reading Looking for Digital in Public Relations →
Matei, S. A., & Bruno, R. J. (2015). Pareto’s 80/20 law and social differentiation: A social entropy perspective. Public Relations Review, 41(2), 178-186. Summary Unequal contributions to social media, whereby a vast amount of content is produced by a limited number of users, need a better, theoretically grounded explanation. The present paper argues that contribution inequality on … Continue reading Pareto’s 80/20 Law and Social Differentiation: A Social Entropy Perspective →