Exploring market-oriented relations in the digital era

A study of public relations and marketing practitioners in Hong Kong

Bibliographic Data

ID21696083
AuthorsSuk Chong Tong (0000-0003-2644-7524, Hong Kong Shue Yan University), Fanny Fong Yee Chan (0000-0002-5801-3029, Hang Seng University of Hong Kong)
Year2020
Volume24
Issue1
Pages65-82
Publication date2020-04-02
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueJournal of Communication Management (JOURNAL)
Journal identifiersISSN: 1363-254X • E-ISSN: 1478-0852
PublisherEmerald (PUBLISHER)
DOI10.1108/jcom-10-2019-0133
OpenAlexW3011322747
LanguageEN
Citations received1
References cited51

Purpose Market-oriented relations has been regarded as a kind of public relations practices widely performed by the practitioners of public relations and marketing. This study attempts to discuss market-oriented relations in the digital era in which public relations and marketing practitioners' involvement in managing market-oriented relations was simultaneously related to their perceptions of interactivity effects, value of public relations and benefits of digital media usage in public relations practices. Design/methodology/approach A self-administrated online survey targeting 241 practitioners engaged in coordinating public relations activities in Hong Kong was conducted in 2017. Findings Structural equation modeling (SEM) analysis showed that practitioners' involvement in market-oriented relations practices had significant positive effects on their perceptions of interactivity effects, value of public relations and benefits of digital media usage. Practitioners' perceptions of interactivity effects and benefits of digital media usage were positively affected by their perceptions of public relations value, particularly public relations effectiveness. Clients' profitability and business intelligence, as well as interactivity effects in terms of involvement and perceived customization were practitioners' key concerns in managing market-oriented relations. Originality/value This study explores how practitioners of public relations and marketing perceived and practiced public relations in the digital era. Specifically, the conception of market-oriented relations in regard to the use of digital media was discussed in the proposed structural model

Business · Customer Relationship Management · Digital media · Interactivity · Media relations · Multimedia · Originality · Perception · Personalization · Political science · Public relations · Qualitative research · Social science · Sociology · Structural equation modeling · Computer Science · Corporate Identity and Reputation · Marketing and Advertising Strategies · Psychology · Public Relations and Crisis Communication · Marketing

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