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Hopp, Toby; Gallicano, Tiffany Derville
2016 Journal of Public Relations Research
doi: 10.1080/1062726X.2016.1204303
One of the most important areas of social media measurement is engagement; however, industry measures that equate engagement with social media interactions are often inadequate. This study contributes to the ongoing discussion about how to conceptualize engagement and introduces a valid, reliable scale for measuring blog engagement that is grounded in qualitative research. The qualitative research resulted in four dimensions; however, one of the dimensions did not make it through the data analysis process. The resulting blog engagement scale consists of presence, virality, and utility dimensions.
2016 Journal of Public Relations Research
doi: 10.1080/1062726X.2016.1228064
An extensive body of literature theorizes public relations as two-way communication, dialogue, and relationships between organizations and their publics. Although there are alternative views, including public relations as advocacy, most theories emphasize dialogue, co-orientation, and relationships incorporating satisfaction, trust, and control mutuality—even to the extent of symmetry. Critical perspectives propose a sociocultural turn that further emphasizes stakeholders’ and societal interests. This analysis draws on a three-country study that reveals a major theory-practice gap and proposes a significant expansion of public relations theory in relation to listening to realize normative notions of public relations and give effect to claims of dialogue and engagement.
2016 Journal of Public Relations Research
doi: 10.1080/1062726X.2016.1228065
This study integrates two theoretically driven methods—network analysis and fantasy theme analysis—to present a message-focused operationalization for the communication dimension of social capital. The results find empirical support for scholars’ theorizing that public relations-facilitated messages cultivate shared meaning and foster social capital. The relationship between shared meaning and social capital was especially evident in network subgroups (cliques). This article contributes to social capital theory building by focusing on the meaning making process that strengthens social capital in networks. Public relations practitioners’ communicative roles in social capital cultivation are made evident with a message-focused measurement.
Pressgrove, Geah Nicole; McKeever, Brooke Weberling
2016 Journal of Public Relations Research
doi: 10.1080/1062726X.2016.1233106
Through a survey of organizational stakeholders (N = 660), this study contributes to the understanding of nonprofit public relations in three key areas. First, a new five-factor scale to measure perceptions of the relationship cultivation strategies of stewardship was tested. Second, group differences between organization stakeholder types were explored. Third, a new working model that extends previous organization-public relationship (OPR) models to include variables of loyalty and behavioral intentions was advanced. Findings revealed theoretical, measurement, and practical applications.
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