PROCESSES UNDERLYING AUDIENCES’ INTERACTIONS WITH ORGANIZATIONS ON SOCIAL MEDIA
PROCESSES UNDERLYING AUDIENCES’ INTERACTIONS WITH ORGANIZATIONS ON SOCIAL MEDIA

Summary/Abstract: This research makes conceptual and methodological contributions to the varying arrangements of communication capacity within social media settings, the character of the link between public relations and social media, the intricacy of public relations experience in emerging media, and the sophisticated nature of public relations in the social realm. The main objective of this paper is to explore and describe the sources and kinds of value that public relations may provide for consumers within deinstitutionalized social media spaces, the embracing and expertise of social media among public relations practitioners, the pervasiveness of social media as a relational domain of interplay, and the dialogic capacity of social media.

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