Adoption of Social Media for Public Relations Professionals in Oman

Ali Al-Badi, Ali Tarhini*, Hajer Al-Bolushi

*المؤلف المقابل لهذا العمل

نتاج البحث

1 اقتباس (Scopus)

ملخص

Social media is considered a powerful business communication tool in nowadays businesses. Most businesses are trying to utilize this tool in order to enlarge their customer outreach. Therefore, using social media networks will provide excellent opportunities and building relationships for Public Relation Professionals. Hence, this study aims to identify the main factors that encourage Omani public relations professionals to adopt and use social media based on the Unified Theory of Acceptance and Use of Technology (UTAUT). The proposed model of social media acceptance by public relations consists of seven variables, namely, six (demographic information, performance expectancy, effort expectancy, social influence, facilitating conditions and perceived enjoyment) are independent variables and seventh (behavioral intention) is dependent variable. Data was collected using an online survey from public relations professionals from both public and private sectors in Oman. The findings show that the tendency and general awareness of social media by public relation professionals is high and many organizations use or plan to use social media for the purpose outreaching target audience.

اللغة الأصليةEnglish
عنوان منشور المضيفICT for an Inclusive World - Industry 4.0—Towards the Smart Enterprise, ICTO 2018
المحررونYoucef Baghdadi, Antoine Harfouche, Marta Musso
ناشرSpringer
الصفحات229-247
عدد الصفحات19
رقم المعيار الدولي للكتب (المطبوع)9783030342685
المعرِّفات الرقمية للأشياء
حالة النشرPublished - 2020
الحدث4th International conference on Information and Communication Technologies in Organizations and Society, ICTO 2018 - Nanterre
المدة: مارس ٢٢ ٢٠١٨مارس ٢٣ ٢٠١٨

سلسلة المنشورات

الاسمLecture Notes in Information Systems and Organisation
مستوى الصوت35
رقم المعيار الدولي للدوريات (المطبوع)2195-4968
رقم المعيار الدولي للدوريات (الإلكتروني)2195-4976

Conference

Conference4th International conference on Information and Communication Technologies in Organizations and Society, ICTO 2018
الدولة/الإقليمFrance
المدينةNanterre
المدة٣/٢٢/١٨٣/٢٣/١٨

ASJC Scopus subject areas

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بصمة

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