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Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR - The Emergence of Social Media as a Change Driver for PR
von: Iliyana Stareva
Anchor Academic Publishing, 2014
ISBN: 9783954896783 , 126 Seiten
Format: PDF, OL
Kopierschutz: frei
Preis: 44,99 EUR
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Social Media and the Rebirth of PR: The Emergence of Social Media as a Change Driver for PR - The Emergence of Social Media as a Change Driver for PR
Social Media and the Rebirth of PR
1
Table of Contents
3
List of Tables
6
List of Figures
7
Acknowledgements
9
Abbreviations
10
1. Introduction
11
2. Literature Review
14
2.1. Public Relations
14
2.2. The PR Industry
17
2.3. Social Media
20
2.4. Integrating PR and Social Media in the Marketing Mix
28
2.5. Social Media’s Impact on PR
31
2.6. Conclusions
42
3. Research Methodology
44
3.1. Research Objectives
44
3.2. Research Philosophies and Paradigms
44
3.3. Research Strategy
45
3.4. Research Methods
45
4. Research Findings and Discussion
51
4.1. Quantitative Data Findings
51
4.2. Qualitative Data Findings
64
4.3. Discussion
75
5. Conclusions and Recommendations
79
5.1. Main Conclusions
79
5.2. Limitations
80
5.3. Recommendations for Future Research
81
6. References
82
7. Bibliography
88
8. Appendices
92
8.1. Appendix 1: Questionnaire Design and Structure
92
8.2. Appendix 2: Questionnaire Results
95
8.3. Appendix 3: Interview Design and Structure
103
8.4. Appendix 4: Interview Transcripts
105
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