東華大學圖書館 |

Language: English

Help

回圖書館首頁

手機版館藏查詢

Back

Switch To: Labeled | MARC Mode | ISBD

Creating a Long-Term Relationship Be...

Brooks, Kylie M.

Linked to FindBook

Google Book

Amazon

博客來

Creating a Long-Term Relationship Between a Museum and Its Patrons: Examining Social Media as OPR Tool.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Creating a Long-Term Relationship Between a Museum and Its Patrons: Examining Social Media as OPR Tool./
Author:	Brooks, Kylie M.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2020,
Description:	134 p.
Notes:	Source: Masters Abstracts International, Volume: 82-01.
Contained By:	Masters Abstracts International82-01.
Subject:	Mass communications. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28102997
ISBN:	9798662475632

Creating a Long-Term Relationship Between a Museum and Its Patrons: Examining Social Media as OPR Tool.
Brooks, Kylie M.

Creating a Long-Term Relationship Between a Museum and Its Patrons: Examining Social Media as OPR Tool. - Ann Arbor : ProQuest Dissertations & Theses, 2020 - 134 p.

Source: Masters Abstracts International, Volume: 82-01.

Thesis (M.A.)--Brigham Young University, 2020.

This item must not be sold to any third party vendors.

This qualitative research study comprised of six case studies explores museums' practical usage of social media as an organization public relations tool. Analyzing six different museums using both surveys and interviews, this research provides a strategic, theory-based framework for any organization to utilize social media effectively by increasing public trust and engagement. Understanding the role that social media plays within organizational public relations is crucial for both for-profit and non-profit organizations. Because nonprofit organizations are often operating under time, personnel, and financial constraints, the accessibility and zero-cost of social media are hugely advantageous tools for non-profits organizations. However, without a strategy, their efforts to build meaningful relationships with their publics using these tools is futile. Museums are an under-studied but important field under this non-profit umbrella. The general ineffectiveness of museum usage of social media also target a key problem with social media usage by museums-the focus is on marketing, rather than on public relations, which leaves the communications from these institutions feeling robotic, inauthentic, and difficult with which to engage. Using Hon and Grunig's (1999) four elements of OPR (Organizational Public Relations)-satisfaction, trust, control mutuality, and commitment-and the coorientaton model, this study provides insights into how museums and their patrons perceive the museum's attempts at building OPR through social media. Findings indicate that while most museums and their patrons are in alignment of their perceptions of the museums' efforts, many museums are ranking low on all four elements of OPR. In order for any organization to fully utilize social media, it must be used not simply as an arm of marketing or sales, but as an indispensable tool of building satisfaction, trust, control mutuality, and commitment, which in turn, lead to higher levels of engagement and future behavior intentions.

ISBN: 9798662475632Subjects--Topical Terms:

3422380
Mass communications.

Creating a Long-Term Relationship Between a Museum and Its Patrons: Examining Social Media as OPR Tool.
LDR:03074nmm a2200325 4500 001 2283246
005 20211029084529.5
008 220723s2020 ||||||||||||||||| ||eng d
020 $a 9798662475632
035 $a (MiAaPQ)AAI28102997
035 $a (MiAaPQ)BrighamYoung9463
035 $a AAI28102997
040 $a MiAaPQ $c MiAaPQ
100 1 $a Brooks, Kylie M. $3 3562184
245 1 0 $a Creating a Long-Term Relationship Between a Museum and Its Patrons: Examining Social Media as OPR Tool.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2020
300 $a 134 p.
500 $a Source: Masters Abstracts International, Volume: 82-01.
500 $a Advisor: Christopher Wilson.
502 $a Thesis (M.A.)--Brigham Young University, 2020.
506 $a This item must not be sold to any third party vendors.
520 $a This qualitative research study comprised of six case studies explores museums' practical usage of social media as an organization public relations tool. Analyzing six different museums using both surveys and interviews, this research provides a strategic, theory-based framework for any organization to utilize social media effectively by increasing public trust and engagement. Understanding the role that social media plays within organizational public relations is crucial for both for-profit and non-profit organizations. Because nonprofit organizations are often operating under time, personnel, and financial constraints, the accessibility and zero-cost of social media are hugely advantageous tools for non-profits organizations. However, without a strategy, their efforts to build meaningful relationships with their publics using these tools is futile. Museums are an under-studied but important field under this non-profit umbrella. The general ineffectiveness of museum usage of social media also target a key problem with social media usage by museums-the focus is on marketing, rather than on public relations, which leaves the communications from these institutions feeling robotic, inauthentic, and difficult with which to engage. Using Hon and Grunig's (1999) four elements of OPR (Organizational Public Relations)-satisfaction, trust, control mutuality, and commitment-and the coorientaton model, this study provides insights into how museums and their patrons perceive the museum's attempts at building OPR through social media. Findings indicate that while most museums and their patrons are in alignment of their perceptions of the museums' efforts, many museums are ranking low on all four elements of OPR. In order for any organization to fully utilize social media, it must be used not simply as an arm of marketing or sales, but as an indispensable tool of building satisfaction, trust, control mutuality, and commitment, which in turn, lead to higher levels of engagement and future behavior intentions.
590 $a School code: 0022.
650 4 $a Mass communications. $3 3422380
650 4 $a Organizational behavior. $3 516683
650 4 $a Museum studies. $3 2122775
690 $a 0730
690 $a 0703
690 $a 0708
710 2 $a Brigham Young University. $3 1017451
773 0 $t Masters Abstracts International $g 82-01.
790 $a 0022
791 $a M.A.
792 $a 2020
793 $a English
856 4 0 $u https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28102997