Return on investment (ROI) of international public relations: A country-level analysis |
| |
Authors: | Suman Lee Youngmin Yoon |
| |
Institution: | 1. Greenlee School of Journalism and Communication, Iowa State University, 204A Hamilton Hall, Ames, IA 50011, United States;2. School of Mass Communication, Korea University, Seoul, Republic of Korea |
| |
Abstract: | The purpose of this study is to examine the relationship between economic outcome and international public relations investment by other countries in the U.S. Based on country-level data analysis, this study found that the number of international public relations contracts by other countries in the U.S. was positively related to (1) U.S. imports from those countries, (2) U.S. direct investment to those countries, and (3) the number of U.S. tourists visiting those countries, after controlling for economic size. |
| |
Keywords: | International public relations Return on investment Economic bottom line |
本文献已被 ScienceDirect 等数据库收录! |
|