Smartphones and young publics: A new challenge for public relations practice and relationship building

被引：11

作者：

Avidar, Ruth ^{[1
]}

Ariel, Yaron ^{[1
]}

Malka, Vered ^{[1
]}

Levy, Eilat Chen ^{[2
,3
]}

机构：

[1] Max Stern Yezreel Valley Coll, Dept Commun, IL-19300 Yezreel Valley, Israel

[2] Univ Haifa, Grad Sch Management, IL-31999 Haifa, Israel

[3] Univ Haifa, Ctr Internet Res, IL-31999 Haifa, Israel

来源：

PUBLIC RELATIONS REVIEW | 2013年 / 39卷 / 05期

关键词：

Smartphone; Young early adopters; Relationship building;

D O I：

10.1016/j.pubrev.2013.09.010

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study focuses on smartphones and their potential contribution to relationship building, between organizations and young publics. A survey among a representative sample of 550 young, Israelis, aged 21-31, and sixty personal in-depth interviews with undergraduate students were, conducted. The findings reveal that the smartphone satisfies both interaction-related and cognitive-related, needs, but organizations do not utilize the dialogic potential of the smartphone to engage and, to build relationships with young publics. (C) 2013 Elsevier Inc. All rights reserved.

引用

页码：603 / 605

页数：3