Tag Archives: Interactivity

Author(s), Title and Publication Tajudeen, F. P., Jaafar, N. I., & Ainin, S. (2018). Understanding the impact of social media usage among organizations. Information & Management, 55(3), 308-321. doi.org/10.1016/j.im.2017.08.004 Summary Social media enables open communication, which helps organizations to understand customer needs and motivates them to respond proactively and efficiently to those needs. For any … Continue reading Understanding the Impact of Social Media Usage Among Organizations

Lee, Hyunmin, & Park, Hyojung (2013). Testing the impact of message interactivity on relationship management and organizational reputation. Journal of Public Relations Research, 24, 188-206. SummaryThis study investigated whether message interactivity of organizational websites and blog sites influence perceptions of relationship management and reputation. Contingent message interactivity posits that the transmission and reception of messages … Continue reading Testing the Impact of Message Interactivity on Relationship Management and Organizational Reputation

Macnamara, Jim. (2012). Public communication practices in the Web 2.0 –3.0 mediascape: The case for PRevolution. PRism, 7(3), 1–13. Summary This article presents a critically informed analysis of public relations practice in what Mark Poster termed the Second Media Age that began with the Internet and which is increasingly characterized by interactive ‘social’ media enabled … Continue reading Public communication practices in the Web 2.0 –3.0 mediascape: The case for PRevolution

Yang, Sung-Un, & Kang, Minjeong (2009). Measuring blog engagement: Testing a four-dimensional scale. Public Relations Review, 35(3), 323-324. This study proposed and validated a measurement scale of blog engagement. The researchers explicated the concept of blog engagement as the likelihood and outcomes of interactive blog communication that encompass cognitive, attitudinal and behavioral attachment. Following this … Continue reading Measuring blog engagement: Testing a four-dimensional scale

McAllister, Sheila M. (2012). How the world’s top universities provide dialogic forums for marginalized voices. Public Relations Review, 38, 319-327. Viewed through the lens of the dialogic theory of public relations, this study examines if universities use new media tools and how the world’s top universities use Facebook as an interactive forum that gives voice … Continue reading How the World’s Top Universities Provide Dialogic Forums for Marginalized Voices