Adoption of social media for public relations by nonprofit organizations

被引：197

作者：

Curtis, Lindley ^{[1
]}

Edwards, Carrie ^{[1
]}

Fraser, Kristen L. ^{[1
]}

Gudelsky, Sheryl ^{[1
]}

Holmquist, Jenny ^{[1
]}

Thornton, Kristin ^{[1
]}

Sweetser, Kaye D. ^{[1
]}

机构：

[1] Univ Georgia, Grady Coll Journalism & Mass Commun, Athens, GA 30602 USA

来源：

PUBLIC RELATIONS REVIEW | 2010年 / 36卷 / 01期

关键词：

Social media; Online; Nonprofit; Adoption; Internet; TECHNOLOGY; WEBLOGS;

D O I：

10.1016/j.pubrev.2009.10.003

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This survey of nonprofit public relations practitioners (N = 409) applied the Unified Theory of Acceptance and Use of Technology (UTAUT) Findings indicate that women consider social media to be beneficial, whereas men exhibit more confidence in actively utilizing social media. Organizations with specified public relations departments were more likely to adopt social media. Positive correlations between UTAUT factors and credibility indicated a greater likelihood to adopt social media (C) 2009 Elsevier Inc All rights reserved.

引用

页码：90 / 92

页数：3

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