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Identifying Innovation Attributes an...

Moya, Lindan A.

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Identifying Innovation Attributes and Factors that Predict Social Media Adoption in U.S. Public Relations Practitioners.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Identifying Innovation Attributes and Factors that Predict Social Media Adoption in U.S. Public Relations Practitioners./
Author:	Moya, Lindan A.
Description:	160 p.
Notes:	Source: Dissertation Abstracts International, Volume: 75-08(E), Section: A.
Contained By:	Dissertation Abstracts International75-08A(E).
Subject:	Web Studies. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3618685
ISBN:	9781303871559

Identifying Innovation Attributes and Factors that Predict Social Media Adoption in U.S. Public Relations Practitioners.
Moya, Lindan A.

Identifying Innovation Attributes and Factors that Predict Social Media Adoption in U.S. Public Relations Practitioners. - 160 p.

Source: Dissertation Abstracts International, Volume: 75-08(E), Section: A.

Thesis (Ph.D.)--Northcentral University, 2014.

The inherent dialogic features of social media may be a valuable tool for public relations practitioners as they endeavor to communicate more effectively with their publics, while striving to practice excellent public relations. The problem addressed in this study was that the factors that best predict social media adoption and early adoption versus late adoption, among U.S. public relations professionals are largely unknown. Previous studies with respect to Internet and social media adoption by public relations professionals indicated that they were slow to adopt these new technologies; this study was an attempt to discover if this was the current situation in the United States, and what variables may predict social media adoption. In this quantitative survey study, the slightly modified instrument was a questionnaire from a previously validated self-administered survey used for Internet adoption among public relations practitioners. This instrument was self-administered to a convenience sample of U.S. public relations practitioners which resulted in 186 usable surveys. Only 13 respondents indicated that they did not use social media, rendering the first two hypotheses concerning adoption versus non-adoption moot. Those 13 non-adopters were evaluated as part of the late adopter group for the remaining two hypotheses. Logistic regression was the method used to test hypotheses 3 and 4 because of the multiple predictor variables (relative advantage, compatibility, complexity, observability, trialability, age group, gender, education level, position type, and organization type) and the dichotomous outcome variable, early adoption. Results showed that trialability was a significant predictor while observability was nearly significant; age group was the only significant predictor of the demographic variables. Public relations scholars may use these findings to expand their research of social media adoption regarding whether it is being used to its fullest extent, and how the use of social media contributes to the excellence theory of public relations as a best practice in dialogic, two-way symmetrical communication. Public relations managers can use these findings to improve the speed of adoption of future innovations in information and communication technology.

ISBN: 9781303871559Subjects--Topical Terms:

1026830
Web Studies.

Identifying Innovation Attributes and Factors that Predict Social Media Adoption in U.S. Public Relations Practitioners.
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245 1 0 $a Identifying Innovation Attributes and Factors that Predict Social Media Adoption in U.S. Public Relations Practitioners.
300 $a 160 p.
500 $a Source: Dissertation Abstracts International, Volume: 75-08(E), Section: A.
500 $a Adviser: Andrew Carpenter.
502 $a Thesis (Ph.D.)--Northcentral University, 2014.
520 $a The inherent dialogic features of social media may be a valuable tool for public relations practitioners as they endeavor to communicate more effectively with their publics, while striving to practice excellent public relations. The problem addressed in this study was that the factors that best predict social media adoption and early adoption versus late adoption, among U.S. public relations professionals are largely unknown. Previous studies with respect to Internet and social media adoption by public relations professionals indicated that they were slow to adopt these new technologies; this study was an attempt to discover if this was the current situation in the United States, and what variables may predict social media adoption. In this quantitative survey study, the slightly modified instrument was a questionnaire from a previously validated self-administered survey used for Internet adoption among public relations practitioners. This instrument was self-administered to a convenience sample of U.S. public relations practitioners which resulted in 186 usable surveys. Only 13 respondents indicated that they did not use social media, rendering the first two hypotheses concerning adoption versus non-adoption moot. Those 13 non-adopters were evaluated as part of the late adopter group for the remaining two hypotheses. Logistic regression was the method used to test hypotheses 3 and 4 because of the multiple predictor variables (relative advantage, compatibility, complexity, observability, trialability, age group, gender, education level, position type, and organization type) and the dichotomous outcome variable, early adoption. Results showed that trialability was a significant predictor while observability was nearly significant; age group was the only significant predictor of the demographic variables. Public relations scholars may use these findings to expand their research of social media adoption regarding whether it is being used to its fullest extent, and how the use of social media contributes to the excellence theory of public relations as a best practice in dialogic, two-way symmetrical communication. Public relations managers can use these findings to improve the speed of adoption of future innovations in information and communication technology.
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