Effectiveness of digital public relations tools on various customer segments

Abstract

Purpose-This study aims at measuring effectiveness of digital public relations tools on various customer segments. Digital public relations, an important component of digital marketing, is gaining more and more importance in the e-commerce market, so this research is significant as it is related with this developing realm. Methodology-Digital public relations tools, social media, company forum page, e-mails, company websites, blogs, are used by most of the e-businesses to manage the organizations' reputation in the virtual life. Structured questionnaire using Likert Scale is developed by the autohors to gather data. Customers of a well-known leading telecommunication company in Turkey are chosen as the universe of the research and we got responses from 213 participants. The data is analyzed using SPSS statistical program and ANOVA tests and frequency tables are used to make analyses.Findings-We wanted to analyze how effective the company is using such digital public relation tools. The results reveal that various tools might have different effects on specific customer segments. Conclusion-It is found out that various customer segments are affected differently from various digital puclic relations tools.Thus, it is necessary for the organizations to be aware of how these tools affect various customer segments and develop digital marketing strategies accordingly to increase their marketing performance. Moreover, as traditional public relations tools keep their importance, organizations need to adapt them with the digital ones.

Media Baru sebagai Sarana Promosi Taman Lazuardi dalam Rangka Memperkuat Ketahanan Ekonomi Masyarakat Desa Susukan

“…Misal dalam hal ini keunggulan taman edukasi dan kolam renang yang jernih dan murah. Hal ini diperlukan karena pengelolaan media sosial sebagai sarana promosi harus dirancang secara spesifik berdasarkan kekhasan destinasi, khalayak termasuk juga fokus pada tujuan pemasarannya (Gulerman dan Apaydin, 2017).…”

Organizational Image Management in Digital Age: Exploring the Tools and Strategies of Public Relations in Sultanate of Oman

“…PR seeks to improve and preserve the public's perception of the organization as well as the public's attitudes and actions toward it (Goi & Yong, 2009). Public relations (PR) plays a crucial role in every organization by improving its legitimacy, trustworthiness, and reputation among the general public (Gulerman & Apaydın, 2017). Therefore, PR is considered an important strategy and function of the management to maintain reputation and public image of the organizations.…”

“…Digital public relations tools include social media management, social bookmarking, search engine optimization (SEO), online press releases, blogs, forums, news sites, and corporate web pages (Sezgin & Cesur, 2019). It involves using social media platforms, communication strategies, and internal influencers to build engagement and support reputation (Fikri & Yuningsih, 2020) Digital public relations tools like social media, company forum pages, emails, and company websites affect various customer segments differently, requiring organizations to develop digital marketing strategies accordingly (Gulerman & Apaydın, 2017). Public relations practitioners can communicate directly with publics through Web 1.0 platforms like websites and early blogs, using dialogic communication principles to build relationships with publics (Sommerfeldt & Yang, 2018).…”