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020			_a9781032012339
082			_a659.202854678 _bNII
245			_aSocial media for progressive public relations
260			_bRoutledge _aNew York _c2023
300			_avii, 252 p.
365			_aGBP _b120.00
504			_aTable of Contents 1 Introduction to Social Media for Progressive Public Relations OUTI NIININEN SECTION 1 The power of engagement 2 Content relevance and credibility, assumed or proven triggers to consumer brand engagement in a mixed business model ETLEVA MOISIO AND INDRIT TROSHANI 3 Hateholders and brandjacking: negative engagement of customers and stakeholders MATIAS LIEVONEN, VILMA LUOMA-AHO AND JANA BOWDEN 4 Simultaneous support for and opposition to brands: a study on brand love and hate—the two poles of brand polarisation JUSSI TORNBERG, HEIKKI KARJALUOTO AND OUTI NIININEN SECTION 2 Progressive management use of social media channels 5 Engaging employees via digital technologies: an integrative model of change management and communication via internal social media MONA AGERHOLM ANDERSEN AND CHIARA VALENTINI 6 CSR communication in corporate social media: an empirical investigation of European companies’ use of social media between 2012 and 2020 CHIARA VALENTINI, WARD VAN ZOONEN AND WIM J. L. ELVING 7 Fashionable millennial women: sustainable consumer behaviours of fashion-oriented social media users and implications for public relations ZOYA CHERAGHI AND CLARE D’SOUZA SECTION 3 Influential business 8 Leveraging sport sponsorship with digital marketing communication: a conceptual model ROBERT PAKK AND HEIKKI KARJALUOTO 9 Organisational legitimation strategies in social media: how business schools address declining rankings MANSOOR AHMED AND MARK BADHAM 10 Investigating the impact of rewarded social media engagement, trust, perceived switching cost and loyalty on loyalty programme members in the sports industry MUNIBA RAUF AND HEIKKI KARJALUOTO SECTION 4 Social influencing for non-profit cause 11 Conquering the liminal space: strategic social media influencer communication in the Finnish public sector during the COVID-19 pandemic HANNA REINIKAINEN, SALLA-MAARIA LAAKSONEN, ESSI POYRY AND VILMA LUOMA-AHO 12 Fridays for Future wants to save the world—but what do people think about the movement? OUTI NIININEN AND STEFAN BAUMEISTER SECTION 5 Progressively political 13 The roles of the internet and social media in political marketing and voter behaviour: a study of Finnish parliamentary elections MARKUS MANNONEN AND MIKA SKIPPARI 14 Brexit: public relations campaign with integrated social media changed political world J. GRAHAM SPICKETT-JONES AND OUTI NIININEN SECTION 6 Future trends and conclusion 15 Future trends in social media and public relations LUIS ARANGO, HEIKKI KARJALUOTO, MATIAS LIEVONEN, MARKUS MUHONEN, OUTI NIININEN, STEPHEN SINGARAJU, J. GRAHAM SPICKETT-JONES, GERRIT SUNDERMANN AND CHIARA VALENTINI 16 Conclusions on Social Media for Progressive Public Relations OUTI NIININENMUNIBA RAUF AND HEIKKI KARJALUOTO
520			_aThis edited book presents a comprehensive, research-led coverage of the progressive ways public relations (PR) and social media is utilised today. It offers innovative research approaches to explore PR and social media initiatives, and in so doing, provides guidance on how to direct PR communication across the complex canvas of social media where some of the communication can be highly emotional varying from overt expressions of loyalty to brandjacking. Progressive organisations are carefully engaging with their audiences in multiple social media channels with organisational goals including commercial success, sustainability or employee morale. The analytics offered by social media channels help organisations to learn about their audiences as well as design highly personalised content. This book extends our understanding of the ways PR and social media can be utilised for communication that resonates with target audiences in varying context. Through the academic research presented, readers can also learn innovative ways to investigate and improve their own PR and social media practice. The book’s main themes include the power of engagement, progressive management use of social media channels, business influence, social-influencing for non-profit causes and political impacts of targeted social media communications. Social Media for Progressive Public Relations is for scholars, researchers and students of PR and communications.
650			_aSocial Media _91498
700			_aNiininen, Outi _99461
942			_2ddc _cBK