Social media theory in public relations: A curation of a neglected topic in public relations research

Ruth Avidar, Osnat Roth-Cohen

Research output: Contribution to journalArticlepeer-review

Abstract

Social media has emerged as a very popular topic in public relations research but building social media theory seems to have been almost neglected. In this curation, we explore recent attempts to develop social media theory in public relations while focusing on the various characteristics and conceptualizations of research. We explore recent theoretical work published in Public Relations Review that features theoretical perspectives of social media. This curation offers a thematic analysis of the current research initiatives. We also specify potential future directions in theory building and discuss how future theory public relations development and refinement should address social media.

Original languageEnglish
Article number102386
JournalPublic Relations Review
Volume49
Issue number5
DOIs
StatePublished - Dec 2023
Externally publishedYes

Bibliographical note

Publisher Copyright:
© 2023 Elsevier Inc.

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