Smartphones and young publics: A new challenge for public relations practice and relationship building

Ruth Avidar; Yaron Ariel; Vered Malka; Eilat Chen Levy

doi:10.1016/j.pubrev.2013.09.010

Smartphones and young publics: A new challenge for public relations practice and relationship building

Ruth Avidar, Yaron Ariel, Vered Malka, Eilat Chen Levy

Research output: Contribution to journal › Article › peer-review

Abstract

This study focuses on smartphones and their potential contribution to relationship building, between organizations and young publics. A survey among a representative sample of 550 young, Israelis, aged 21-31, and sixty personal in-depth interviews with undergraduate students were, conducted. The findings reveal that the smartphone satisfies both interaction-related and cognitive-related, needs, but organizations do not utilize the dialogic potential of the smartphone to engage and, to build relationships with young publics.

Original language	English
Pages (from-to)	603-605
Number of pages	3
Journal	Public Relations Review
Volume	39
Issue number	5
DOIs	https://doi.org/10.1016/j.pubrev.2013.09.010
State	Published - Dec 2013

Keywords

Relationship building
Smartphone
Young early adopters

ASJC Scopus subject areas

Communication
Organizational Behavior and Human Resource Management
Marketing

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10.1016/j.pubrev.2013.09.010

Cite this

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abstract = "This study focuses on smartphones and their potential contribution to relationship building, between organizations and young publics. A survey among a representative sample of 550 young, Israelis, aged 21-31, and sixty personal in-depth interviews with undergraduate students were, conducted. The findings reveal that the smartphone satisfies both interaction-related and cognitive-related, needs, but organizations do not utilize the dialogic potential of the smartphone to engage and, to build relationships with young publics.",

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Smartphones and young publics: A new challenge for public relations practice and relationship building

Abstract

Keywords

ASJC Scopus subject areas

Access to Document

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