Reassessing the Relationship between Marketing and Public Relations

Dühring, Lisa

doi:10.1007/978-3-658-18034-8

Cited by 12 publications

(2 citation statements)

References 191 publications

(285 reference statements)

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“…Indeed, as (Dühring, 2017) indicates, public relations literature was first developed in the USA, as were the first formal programmes of higher education, two or three decades earlier than in other regions of the world that include Western Europe and Latin America.…”

Section: Public Relations As a Global Intellectual Fieldmentioning

confidence: 99%

Disciplinary approaches and theories in Argentinian public relations undergraduate programmes

Sadi

Ferrari

2022

Public Relations Inquiry

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The purpose of this study is to verify the utilisation of the existing public relations general approaches and theories at a global scale in the public relations undergraduate programmes of the five leading Argentinian universities. A qualitative approach with an exploratory scope that employs data collection techniques such as the qualitative content analysis of academic documents, semi-structured in-depth interviews and structured surveys for ascertaining theoretical loading are used. Results reveal that public relations undergraduate programmes in Argentina present a markedly professional character and prefer theoretical frameworks linked to the functionalist tradition.

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Section: Public Relations As a Global Intellectual Fieldmentioning

confidence: 99%

Disciplinary approaches and theories in Argentinian public relations undergraduate programmes

Sadi

Ferrari

2022

Public Relations Inquiry

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“…This in reality is far more complex (Addis & Podesta, 2005) if there is subjective behavior in the process (Bray, 2008). This is followed by, experiential marketers who attack the issues of the consumer rationality, weakness of the traditional consumer behavior theory (Addis & Podesta, 2005) that oversimplifies marketing realities (Duhring, 2017) and encourages understanding the underlying psychological process for the behavior of postmodernism societies (So et al, 2015); the non-cognitive process including affective lenses (Pham, 2013;Jacoby & Morrin, 2015). Therefore, the attitudinal model that has emerged during the traditional marketing paradigm has limitation in the current landscape (Weilbacher, 2001;Kitchen, Kerr, Schultz, McColl & Pals, 2014) marketers have suggested experience and motivation as better concept (Pham, 2013;Gial, Zhang, Paul & Giala, 2018) to stabilize their brand relationship (Ranasinghe & Samarasinghe, 2019).…”

Section: Expressive Social Media and Postmodernism Marketingmentioning

confidence: 99%

Social Networking Brand Engagement using Creative Brand Content Experiences

Khaw¹,

Sade²,

Seduram³

2020

IBR

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In today’s environment, societies are free to create and browse online content; marketers therefore to face vexing challenges in drawing expressive social media users to engage with their brands. This current group of users display postmodernism characteristics; i.e. need more for subjective experiences to achieve self-realization. Hence, the creation of consumer brand engagement among expressive social media societies is through content that should be able to provide these experiences. However, there is lack research study on this trend. The objective of this study was to evaluate  passive experiential content that users perceived as novelty emotions (i.e. perceived creativity) that leads to intrinsic state of engagements (i.e. cognitive engagement and affective engagement) and to intentional engagement (the activation of willingness of brand clicking activities in social media). This, in turn, creates an advantage for the marketers because from this process if users engage the chances of building a long-term consumer brand engagement relationship is higher. This research study was done on 25-34 year-old Malaysian active expressive social media users who utilised expressive social media sites on a daily basis for at least 3 hours as the sample population from whom to collect data and administer a questionnaire survey with a still image as stimulus using social networking messaging platforms. Data analysis was conducted using IBM SPSS and IBM AMOS software and results showed positive significant relationship within all the 7 constructs which were functional appeal, emotional appeal, vividness, perceived creativity, cognitive engagement, affective engagement and intentional engagement.

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Unternehmenskommunikation und Kommunikationsmanagement: Grundlagen, Handlungsfelder und Wertschöpfung

Zerfaß

2021

Handbuch Unternehmenskommunikation

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Reassessing the Relationship between Marketing and Public Relations

Cited by 12 publications

References 191 publications

Disciplinary approaches and theories in Argentinian public relations undergraduate programmes

Disciplinary approaches and theories in Argentinian public relations undergraduate programmes

Social Networking Brand Engagement using Creative Brand Content Experiences

Unternehmenskommunikation und Kommunikationsmanagement: Grundlagen, Handlungsfelder und Wertschöpfung

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