Abstract
References
- Allaguia, I., Breslowba, H. 2016, “Social Media for Public relations: Lessons from Four Effective Cases”, Public Relations Review, vol. 42, pp. 20–30.
- Brown, R. 2013.” Digital PR is dead: social goes mainstream”, in Brown, R. and Waddington, S. (Eds), Share This Too: More Social Media Solutions for PR Professionals. Padstow, Cornwall: Wiley.
- Green, A. 2010. Creativity in public relations. In PR in practice series (4th ed.). London: Kogan Page.
- Hallahan, K. 2004, “Protecting an Organization’s Digital Public Relations Assets”, Public Relations Review, vol. 30, pp. 255–268.
- Jo, S., Jung, J. 2005, “A Cross-cultural Study of the World Wide Web and Public Relations”, Corporate Communications, vol. 10, pp. 1.
- Kent, M.L. 2008, “Critical Analysis of Blogging in Public Relations”, Public Relations Review, vol. 34, no. 1, pp. 32-40.
- Lahav, T., Zimand-Sheiner, D. 2016, “Public Relations and the Practice of Paid Content: Practical, Theoretical Propositions and Ethical Implications”, Public Relations Review, vol. 42, pp. 395–401.
- Newsom, D., Scott, A. 1985. This is PR: the realities of public relations. Belmont: Wadsworth Publishing Company.
- Smith, P. R., Zook, Z. 2011. Marketing communications Integrating offline and online with social media. London: Cogan Page Limited.
- Richardson, N., Laville, L. 2010. Develop your PR skills. London: Kogan Page Publishers.
- Taylor, M., Kent, M.L. 2010, “Anticipatory Socialization in the Use of Social Media in Public Rrelations: A Content Analysis of PRSA’s Public Relations Tactics”, Public Relations Review, vol. 36, no. 3, pp. 207-214.
- Vardeman-Winter, J., Place, K. 2015, “Public Relations Culture, Social Media, and Regulation”, Journal of Communication Management, vol. 19, no. 4, pp. 335-353.
Abstract
Purpose- This study
aims at measuring effectiveness of digital public relations tools on various
customer segments. Digital public relations, an important component of digital
marketing, is gaining more and more importance in the e-commerce market, so
this research is significant as it is related with this developing realm.
Methodology- Digital public relations tools, social media, company
forum page, e-mails, company websites, blogs, are used by most of the
e-businesses to manage the organizations’ reputation in the virtual life.
Structured questionnaire using Likert Scale is developed by the autohors to
gather data. Customers of a well-known leading telecommunication company in
Turkey are chosen as the universe of the research and we got responses from 213
participants. The data is analyzed using SPSS statistical program and ANOVA
tests and frequency tables are used to make analyses.
Findings- We wanted to
analyze how effective the company is using such digital public relation tools.
The results reveal that various tools might have different effects on specific
customer segments.
Conclusion- It is found
out that various customer segments are affected differently from various
digital puclic relations tools.Thus, it is necessary for the organizations to
be aware of how these tools affect various customer segments and develop
digital marketing strategies accordingly to increase their marketing
performance. Moreover, as traditional public relations tools keep their
importance, organizations need to adapt them with the digital ones.
References
- Allaguia, I., Breslowba, H. 2016, “Social Media for Public relations: Lessons from Four Effective Cases”, Public Relations Review, vol. 42, pp. 20–30.
- Brown, R. 2013.” Digital PR is dead: social goes mainstream”, in Brown, R. and Waddington, S. (Eds), Share This Too: More Social Media Solutions for PR Professionals. Padstow, Cornwall: Wiley.
- Green, A. 2010. Creativity in public relations. In PR in practice series (4th ed.). London: Kogan Page.
- Hallahan, K. 2004, “Protecting an Organization’s Digital Public Relations Assets”, Public Relations Review, vol. 30, pp. 255–268.
- Jo, S., Jung, J. 2005, “A Cross-cultural Study of the World Wide Web and Public Relations”, Corporate Communications, vol. 10, pp. 1.
- Kent, M.L. 2008, “Critical Analysis of Blogging in Public Relations”, Public Relations Review, vol. 34, no. 1, pp. 32-40.
- Lahav, T., Zimand-Sheiner, D. 2016, “Public Relations and the Practice of Paid Content: Practical, Theoretical Propositions and Ethical Implications”, Public Relations Review, vol. 42, pp. 395–401.
- Newsom, D., Scott, A. 1985. This is PR: the realities of public relations. Belmont: Wadsworth Publishing Company.
- Smith, P. R., Zook, Z. 2011. Marketing communications Integrating offline and online with social media. London: Cogan Page Limited.
- Richardson, N., Laville, L. 2010. Develop your PR skills. London: Kogan Page Publishers.
- Taylor, M., Kent, M.L. 2010, “Anticipatory Socialization in the Use of Social Media in Public Rrelations: A Content Analysis of PRSA’s Public Relations Tactics”, Public Relations Review, vol. 36, no. 3, pp. 207-214.
- Vardeman-Winter, J., Place, K. 2015, “Public Relations Culture, Social Media, and Regulation”, Journal of Communication Management, vol. 19, no. 4, pp. 335-353.
Details
| Journal Section | Articles |
|---|---|
| Authors | |
| Publication Date | September 30, 2017 |
| Published in Issue | Year 2017 |
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