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Adoption of social media for public relations by nonprofit organizations

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dc.contributor.author Curtis, L., Edwards, C., Fraser, K. L., Gudelsky, S., Holmquist, J., Thornton, K., & Sweetser, K. D.
dc.date.accessioned 2019-02-04T17:27:35Z
dc.date.available 2019-02-04T17:27:35Z
dc.date.issued 2010
dc.identifier.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. en_US
dc.identifier.uri http://www.kayesweetser.com/wp-content/uploads/2010/01/pubrel785.pdf
dc.identifier.uri http://hdl.handle.net/11212/4216
dc.description.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. en_US
dc.language.iso en en_US
dc.publisher Public Relations Review en_US
dc.subject non-profit en_US
dc.subject nonprofit en_US
dc.subject public relations en_US
dc.subject research en_US
dc.subject social media en_US
dc.title Adoption of social media for public relations by nonprofit organizations en_US
dc.type Article en_US


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