Adoption of social media for public relations by nonprofit organizations
Date
2010
Journal Title
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Volume Title
Publisher
Public Relations Review
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.
© 2009 Elsevier Inc. All rights reserved.
Description
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Article
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Keywords
non-profit, nonprofit, public relations, research, social media
Citation
Curtis, L., Edwards, C., Fraser, K. L., Gudelsky, S., Holmquist, J., Thornton, K., & Sweetser, K. D. (2010). Adoption of social media for public relations by nonprofit organizations. Public Relations Review, 36(1), 90-92.