The value of public relations: Different impacts of communal and exchange relationships on perceptions and communicative behavior

Jarim Kim, Minjung Sung

Research output: Contribution to journalArticlepeer-review

14 Citations (Scopus)

Abstract

The study, using a survey of 508 university student publics, investigates (a) the impacts and mechanisms that a relationship has on a public’s perceptions and behavior around an issue and (b) how relationship types impact a public’s perception toward a tuition increase issue differently. The situational theory of publics was used as a theoretical framework. The results generally supported the theories. More important, the findings indicated that a communal relationship and an exchange relationship had different impacts on problem recognition, constraint recognition, and involvement recognition.

Original languageEnglish
Pages (from-to)87-101
Number of pages15
JournalJournal of Public Relations Research
Volume28
Issue number2
DOIs
Publication statusPublished - 2016 Mar 3

All Science Journal Classification (ASJC) codes

  • Sociology and Political Science
  • Public Administration

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