Public relations students' and public relations practitioners' use of social networking sites under the unified theory of acceptance and use of technology
|Institution:||University of Hawaii – Manoa|
|Keywords:||public relations; social networking; social media|
|Full text PDF:||http://hdl.handle.net/10125/100815|
M.A. University of Hawaii at Manoa 2012. Public relations (PR) students and practitioners use social networking sites (SNSs) for various reasons. However, research is limited as to the reasons why PR students and PR practitioners use SNSs under the Unified Theory of Acceptance and Use of Technology (UTAUT)'s eight distinguished elements. This thesis presents a qualitative study to investigate the eight elements of the UTAUT model, showcasing the opinions of PR students and practitioners, thereby extending the work of Venkatesh, V.; Morris, M.G.; Davis, G.B.; & Davis, F.D. (2003).