Details

Autor(en) / Beteiligte

• Paek, Hye-Jin
• Hove, Thomas
• Jung, Yumi
• Cole, Richard T.

Titel

Engagement across three social media platforms: An exploratory study of a cause-related PR campaign

Ist Teil von

• Public relations review, 2013-12, Vol.39 (5), p.526-533

Ort / Verlag

Silver Spring: Elsevier Inc

Erscheinungsjahr

2013

Quelle

PAIS Index

Beschreibungen/Notizen

• •This study analyzes a social media public relations campaign promoting the cause of child welfare on blog, Facebook, and Twitter platforms.•Variables examined include social media use, social media engagement, and three intended behavioral outcomes.•An online survey shows that people's use of each social media platform was significantly related to engagement.•Use of each social media platform was also related to all of the campaign's intended behavioral outcomes.•Engagement was found to significantly mediate the relationship between use of each social media platform and offline communication behavior. This study analyzed a social media campaign promoting child welfare to explore the associations among people's social media use, their engagement with different social media platforms (blog, Facebook page, Twitter account), and three intended behavioral outcomes (social media behavior, offline communication behavior, and helping behavior). An online survey of 73 participants shows that people's use of each social media platform was significantly related to their engagement with it at a bivariate level (when the other control variables were not considered). Social media use was also related to all three behavioral outcomes. Additionally, users’ engagement played a significant mediating role in the relationship between their social media use and their offline communication behavior.