Engagement across three social media platforms: An exploratory study of a cause-related PR campaign

•This study analyzes a social media public relations campaign promoting the cause of child welfare on blog, Facebook, and Twitter platforms.•Variables examined include social media use, social media engagement, and three intended behavioral outcomes.•An online survey shows that people's use of...

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Veröffentlicht in:	Public relations review 2013-12, Vol.39 (5), p.526-533
Hauptverfasser:	Paek, Hye-Jin, Hove, Thomas, Jung, Yumi, Cole, Richard T.
Format:	Artikel
Sprache:	eng
Schlagworte:	Behavior Behavioral outcome Cause-related PR campaign Child advocacy Engagement Public relations Social media Social networks Studies Technology adoption User behavior
Online-Zugang:	Volltext
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