Adoption of social media for public relations by nonprofit organizations
Public Relations ReviewPublished 13 November 2009
Lindley Curtis, Carrie Edwards, Kristen L. Fraser, Sheryl Gudelsky, Jenny Holmquist, Kristin Thornton
Citations441
SJR quartileQ1
SJR score1.35
SNIP1.70
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Abstract
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.
Keywords
Social Sciences
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