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http://dx.doi.org/10.15207/JKCS.2020.11.9.117

A Study on the University PR in the New Educational Environment: The Effects of Professor's teaching and communication competence on University-Student Relationship(USR) and university attitude  

Choi, Myung-Il (Department of Advertising & Public Relations, Namseoul University)
Publication Information
Journal of the Korea Convergence Society / v.11, no.9, 2020 , pp. 117-123 More about this Journal
Abstract
This study analyzed the role of University-Student Relationship(USR) was analyzed in the university PR perspectives. The teaching and communication competence of professors were selected as antecedent variables of University-Student Relationship(USR), and attitudes toward university was selected as the outcome variables. In the results, the teaching and communication competence of professors were found to have significantly positive(+) effects on the USR. In addition, the USR had significantly positive(+) effects on attitudes toward university. The theoretical and practical implications of these findings suggest that the USR should be considered in university PR perspectives. It also shows that the role of professors is not limited to educational activity and research, but important in the long-term university PR.
Keywords
Teaching Competence; Communication Competence; University-Student Relationship(USR); University Attitude; University PR;
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