Social Media and Strategic Communication: Attitudes and Perceptions Among College Students
Year: 2009
Type: article
Study design: Observational Study
Abstract: Scope and Method of Study: Social media have been adopted from its inception by public relations, advertising and marketing practitioners as tools for communicating with strategic publics. Wright and Hinson (2009) have established that public relations professionals perceive social media positively with respect to strategic communication. Given that social media are having an impact on professionals in the industry, the current study examined if social media are having a similar impact on college students in general and students studying in the area of public relations and advertising. The uses, attitudes and perceptions of social media among college students were explored by mixing quantitative and qualitative methods. Quantitatively, independent samples t-tests were used to analyze data. Qualitatively, data were analyzed and categorized according to common themes and differences. Analyzing and triangulating the data from survey instruments, interviews and online social networking profiles, validated the findings. Qualitative findings supported survey results.
Author: Bobbi Kay Lewis
Language: English
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2132978058