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
Online-Zugang:	Volltext
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