Adoption of social media for public relations by nonprofit organizations

Adoption of social media for public relations by nonprofit organizations

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 s...

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Veröffentlicht in:Public relations review 2010-03, Vol.36 (1), p.90-92
Hauptverfasser: Curtis, Lindley, Edwards, Carrie, Fraser, Kristen L., Gudelsky, Sheryl, Holmquist, Jenny, Thornton, Kristin, Sweetser, Kaye D.
Format: Artikel
Sprache:eng
Schlagworte:
Adoption
Internet
Nonprofit
Nonprofit organizations
Online
Public relations
Social media
Social networks
Studies
Technology adoption
User behavior
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Beschreibung
Zusammenfassung: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.
ISSN:0363-8111
1873-4537
DOI:10.1016/j.pubrev.2009.10.003