Smartphones and young publics: A new challenge for public relations practice and relationship building |
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Authors: | Ruth Avidar Yaron Ariel Vered Malka Eilat Chen Levy |
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Affiliation: | 1. Department of Communication, The Max Stern Yezreel Valley College, Yezreel Valley, 19300, Israel;2. Graduate School of Management, University of Haifa, Israel;3. The Center for Internet Research, University of Haifa, Israel |
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Abstract: | This study focuses on smartphones and their potential contribution to relationship building, between organizations and young publics. A survey among a representative sample of 550 young, Israelis, aged 21–31, and sixty personal in-depth interviews with undergraduate students were, conducted. The findings reveal that the smartphone satisfies both interaction-related and cognitive-related, needs, but organizations do not utilize the dialogic potential of the smartphone to engage and, to build relationships with young publics. |
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Keywords: | Smartphone Young early adopters Relationship building |
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