• "Nigerian Public Relations Practitioners’ Use of Social Media: Validation of an Online Interactivity Model Applying Structural Equation Modeling"

    Editor(s):
    Jyotirmaya Patnaik (see profile)
    Date:
    2020
    Group(s):
    Communication Studies, Digital Humanists, Electronic Literature, Information Ecosystems
    Subject(s):
    Nigeria, Nigerian Civil War (Nigeria , Digital media, Social media
    Item Type:
    Article
    Tag(s):
    PR practitioners, perceived interactivity, active control, two-way communication, Nigerian civil war, New media
    Permanent URL:
    http://dx.doi.org/10.17613/wkpt-cj59
    Abstract:
    Two-way symmetrical communication has been described as the best practice in modern public relations. The advent of new media, specifically social media, provides public relations practitioners with the opportunities of engaging in effective two-way communication with their publics because of its interaction potentials.The aim of this paper, therefore, was to propose and validate an online interactivity model that explains how public relations (PR) practitioners use social media for the promotion of two-way balanced communication with their publics. Data were collected from 513 Nigerian PR practitioners through systematic random sampling and were analyzed using Structural Equation Modeling (SEM). The findings of the study suggested that the proposed and validated online interactivity model explained 82% of practitioners use social media for enhancing interaction with their publics.
    Metadata:
    xml
    Published as:
    Journal article     Show details
    Pub. DOI:
    10.15655/mw/2020/v11i2/195653
    Publisher:
    Media Watch
    Pub. Date:
    2020-5-6
    Journal:
    Media Watch
    Volume:
    11
    Issue:
    2
    Page Range:
    337 - 347
    ISSN:
    2249-8818,0976-0911
    Status:
    Published
    Last Updated:
    2 years ago
    License:
    All Rights Reserved
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