Exploring market-oriented relations in the digital era: A study of public relations and marketing practitioners in Hong Kong
Journal of Communication Management
ISSN: 1363-254X
Article publication date: 2 April 2020
Issue publication date: 22 April 2020
Abstract
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.
Keywords
Acknowledgements
The work described in this paper was fully supported by a grant from the Research Grants Council of the Hong Kong Special Administrative Region, China (Project, No. UGC/FDS24(15)/H04/16). The first author would like to acknowledge her affiliation with the School of Professional Education and Executive Development, Hong Kong Polytechnic University during the submission of this research proposal.
Citation
Tong, S.C. and Chan, F.F.Y. (2020), "Exploring market-oriented relations in the digital era: A study of public relations and marketing practitioners in Hong Kong", Journal of Communication Management, Vol. 24 No. 1, pp. 65-82. https://doi.org/10.1108/JCOM-10-2019-0133
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited