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A Study on the Impacts of SNS Usage on the Relationship and Effectiveness of Local Administration PR: Local Government vs. Residents Perspectives  

Seo, Hyun-Sik (단국대학교)
Song, In-Kuk (단국대학교 경영학부 경영정보)
Publication Information
Journal of Internet Computing and Services / v.12, no.5, 2011 , pp. 137-158 More about this Journal
Abstract
The study aims to determine whether SNS Usage has significantly influence on local administration PR. With the advance in information and communication technologies, many administrative organizations began to work in public relation to their residents via SNS. Nowadays SNS is transforming practical standpoints from forming public opinion through communication message to forming relationship with their residents. Therefore the needs to identify the relationship of the administrative organizations and their residents are demanded with the needs to investigate impact levels of SNS use on the relationships. While there are many researches to simply identify the features of SNS and to introduce local administration, the research investigating the sequential impacts of SNS use on local adminstration PR does not exist. The study targeted a borough office and its residents and compare those two groups. Findings illustrate that the SNS usage of administrative organizations suffer from the shortage of resident's feedback. Finally the study recommends the various issue developments to strike chord with their residents to utilize SNS use in local governmental organizations.
Keywords
SNS; Local Administration PR; Relationship; Interaction; Communication Effect; Feedback;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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