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Engagement across three social media platforms: An exploratory study of a cause-related PR campaign
- Authors
- Paek, Hye-Jin; Hove, Thomas; Jung, Yumi; Cole, Richard T.
- Issue Date
- Dec-2013
- Publisher
- JAI Press
- Keywords
- Social media; Engagement; Behavioral outcome; Cause-related PR campaign; Child advocacy
- Citation
- Public Relations Review, v.39, no.5, pp 526 - 533
- Pages
- 8
- Indexed
- SSCI
SCOPUS
- Journal Title
- Public Relations Review
- Volume
- 39
- Number
- 5
- Start Page
- 526
- End Page
- 533
- ISSN
- 0363-8111
1873-4537
- Abstract
- This study analyzed a social media campaign promoting child welfare to explore the associations among people's social media use, their engagement with different social media platforms (blog, Facebook page, Twitter account), and three intended behavioral outcomes (social media behavior, offline communication behavior, and helping behavior). An online survey of 73 participants shows that people's use of each social media platform was significantly related to their engagement with it at a bivariate level (when the other control variables were not considered). Social media use was also related to all three behavioral outcomes. Additionally, users' engagement played a significant mediating role in the relationship between their social media use and their offline communication behavior. (C) 2013 Elsevier Inc. All rights reserved.
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Related Researcher
- Paek, Hye Jin
- COLLEGE OF COMMUNICATION (DEPARTMENT OF ADVERTISING & PUBLIC RELATIONS)