Eyun-Jung Ki

Testing the Linkages Among the Organization–Public Relationship and Attitude and Behavioral Intentions

Abstract This research tested a model that posits the linkages among perceptions of the organization–public relationships, attitudes, and behavioral intentions toward an organization among members of a key public. Among the 6 relationship indexes proposed by Hon and J. E. Grunig (1999), perceptions of satisfaction and control mutuality were the best predictors of a positive attitude toward the organization. In this study we also found that positive attitude was a precursor to supportive behavioral intentions toward the organization.

Social Media Research in Advertising, Communication, Marketing, and Public Relations, 1997–2010

Drawing upon the social media phenomena in both practical and academic arenas, this study explored patterns and trends of social media research over the past fourteen years across four disciplines. Findings exhibit a definite increasing number of social-media-related studies. This indicates that social media have gained incremental attention among scholars, and who have, in turn, been responding and keeping pace with the increased usage and impact of this new medium. The authors suggest that future scholarly endeavors emphasize prospective aspects of social media, foreseeing applications and technological progress and elaborating theory.

Devising a Practical Model for Predicting Theatrical Movie Success: Focusing on the Experience Good Property

This study attempts to devise a new theoretical framework to classify and develop predictors of box office performance for theatrical movies. Three dependent variables including total box office, first-week box office, and length of run were adopted. Four categories of independent variables were employed: brand-related variables, objective features, information sources, and distribution-related variables. Sequel, actor, budget, genre (drama), Motion Picture Association of America rating (PG and R), release periods (Summer and Easter), and number of first-week screens were significantly related to total box office performance.

Relationship maintenance strategies on Fortune 500 company web sites

Purpose – The purpose of this paper is to examine how organizations enact positivity, openness, access, sharing of tasks, and networking through their web sites. The paper also aims to investigate whether, different types of industries display different levels of relationship strategy.Designs/methodology/approach – A content analysis of 286 web sites was conducted to determine how corporations use their site as a communication medium for building and nurturing relationships with publics. Company web sites were selected from the Fortune 500 list according to industry type. The sites were analyzed for the presence and quality of variables identified in the public relations literature as measures of relationship maintenance strategies.Findings – The studys first research question addressed how the sampled organizations display use of relationship maintenance strategies through their web sites. The results revealed that openness was the strategy used most frequently. The quality of the openness dimension als...

Reliability and Validity of Organization-Public Relationship Measurement and Linkages among Relationship Indicators in a Membership Organization

This research was designed to develop reliable and valid measures of the outcomes of quality relationships. Hon and J. E. Grunigs extended scales for four relationship dimensions were tested using multiple-item measurement procedures as suggested. The constructed measures were refined further using exploratory and confirmatory factor analysis. Causal linkages among relationship quality indicators were also tested. The developed measures and the model can be used to better understand a publics perceptions of its relationship with an organization, thus helping organizations better understand how to cultivate and sustain these relationships.

A Measure of Relationship Cultivation Strategies

A multiple-item scale for measuring relationship cultivation strategies, the essential day-to-day activities of public relations practitioners, was developed to meet the standards of reliability and validity in measurement. After a discussion of the definition of the relationship cultivation strategies, the procedures used in developing and refining the multiple-item measures are described. The developed measures can help public relations professionals better understand how to nurture and sustain relationships with their target publics.

The Status of Online Public Relations Research: An Analysis of Published Articles in 1992–2009

This study was designed to identify trends, patterns, and academic rigor in research studies focusing on Internet-related public relations through a review of articles published between 1992 and 2009. 1 This study examined the authorship, theoretical frameworks, methodological approaches, and research topics addressed in these published articles. Key findings suggested an increasing trend in the number of published articles, a lack of applied theoretical frameworks, a dominance of quantitative research, and an emphasis on use of the Internet in public relations. 1Please see the appendix for a bibliography of the 115 articles studied.

Situational crisis communication and interactivity: Usage and effectiveness of Facebook for crisis management by Fortune 500 companies

Abstract Through the lens of situational crisis communication theory (SCCT) and interactivity, this study examined the Facebook usage of Fortune 500 companies and the effectiveness with which these companies employed the platform for crisis management. Findings indicated that ‘justification’ and ‘full apology’ were the most commonly used crisis response strategies. Results also show instances where companies inappropriately match their responses to crisis situations. An analysis of 7080 messages further revealed a significant relationship between an organization’s involvement in two-way communication and the overall positivity of audience tone in reaction to the organization in question and its handling of crises. Suggestions are provided for organizations intending to employ social media for crisis communication.

How do public relations practitioners perceive investor relations? An exploratory study

Purpose – The purpose of this paper is to investigate how public relations practitioners perceive investor relations itself and what the potential is in terms of public relations with empirical results.Design/methodology/approach – A web‐based survey was conducted by using systematic random sampling with a probability sample of 5,000 public relations practitioners drawn from the 2004 Public Relations Society of America (PRSA) Directory. The survey consisted of three sections, investor relations functions at organizations with a multiple‐answer format, perceptions on specific activities of investor relations with a seven‐point Likert scale, and demographic information.Findings – Practitioners conceived that counseling with top management the most important investor relations activity and that earning a reputation for honesty the most significant result the activity can create. Moreover, practitioners considered direct involvement with top management a highly effective investor relations strategy for achiev...

Resistance to Ethically Suspicious Parody Video on Youtube: A Test of Inoculation Theory

Having observed the proliferation of corporate stealth campaigns employing parody videos on YouTube, we attempted to examine the effectiveness of refutational preemption in providing viewers with ability to detect unduly manipulative intent and in conferring viewer resistance to the influence of the campaign. We also compared the relative efficacy of the inoculation pretreatment to post-hoc refutation. Results showed that subjects who received a preemptive inoculation message were better able to detect unduly manipulative intent in a parody video, were more resistant to altering their original attitudes toward the issue, and demonstrated less favorable attitudes toward the sponsor of the parody video than did their counterparts in the control group.