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This paper considers the implications of mass communications theory on public relations (PR) evaluation and briefly reviews mass communication effects, persuasion, and cognition, attitude and behaviour change theories. The implications for evaluation are then examined. Reliance on domino models is shown to be too simplistic. It is suggested that claims of PR behavioural effects may be unrealistic and it is argued that more moderate and/or alternative goals are needed if preordained failure is to be avoided. Evaluation results must be interpreted cautiously so that further significance that is not supported by theory is not assumed. This paper shows how the concept of PR evaluation could be widened to include formative evaluation and broad environmental monitoring, which are especially important in identifying and understanding why and how communication works, what its effects are, what factors restrict or facilitate effectiveness and under what conditions success can be maximised.

In recent years, social media have attracted considerable attention. Hence, the purpose of this paper is to conduct a critical literature review of social media research with the aim of developing a conceptual framework to explain how social media applications are supported by various social media tools and technologies and underpinned by a set of personal and social behavior theories or models.

This study adopted a two-stage approach. The first stage involves a critical literature review of academic journals in social media research, followed by the proposal of a conceptual framework that highlights the tools and technologies as well as theories and models that serve as the foundation of social media applications. The second stage involves the use of an actual case to demonstrate how the proposed framework facilitates the development of a social media application for a regional division of an international non-government organization.

The literature review indicated that social media have been applied in diverse business areas with the support of various social media tools and technologies and underpinned by a range of personal and social behavior theories and models. Based upon such findings, a conceptual social media application framework was devised and its usability illustrated via a real-life case study. Managerial implications are also discussed.

Social media covers a wide range of research topics and thus, the literature review presented in this study may not be exhaustive. Nevertheless, the proposed framework and case study can both serve as reference for future research and provide recommendations for practitioners in the design and development of their own social media applications.

This study not only explains the importance of applying social media in various business sectors, but also enhances the understanding of the infrastructure of social media applications. The study also provides insights for improving the efficiency of application solutions. Organizations are advised to adopt social media in their business based on the proposed conceptual framework.

With a literature review of social media research and a real-life case study, this study presents a conceptual framework using extant theories and models to form a foundation for social media applications. The framework extends existing knowledge on the design and development of information systems.

The purpose of this paper is to provide a theoretical framework of external accounting communication in the form of a typology based on perspectives, traditions, and theories from the discipline of communication studies. The focus is accounting communication with external audiences via public written documents outside the audited financial statements, i.e., annual reports, press releases, CSR reports, websites, conference calls, etc.

The theoretical framework is based on two broad research perspectives on accounting communication: (A) a functionalist-behavioural transmission perspective and (B) a symbolic-interpretive narrative perspective. Eight traditions of communication research are introduced which provide alternative ways of conceptualising accounting communication, namely (1) mathematical tradition, (2) socio-psychological tradition, (3) cybernetic/systems-oriented tradition, (4) semiotic tradition, (5) rhetorical tradition, (6) phenomenological tradition, (7) socio-cultural tradition, and (8) critical tradition. Exemplars of each tradition from prior accounting research, to the extent they have been adopted, are discussed. Finally, a typology is developed, which serves as a heuristic device for viewing similarities and differences between research traditions.

Prior accounting studies predominantly focus on the role of discretionary disclosures in accounting communication in the functioning of the relationship between organisations and their audiences. Research is predominantly located in the mathematical, the socio-psychological, and the cybernetic/systems-oriented tradition. Accounting communication is primarily viewed as the transmission of messages about financial, environmental, and social information to external audiences. Prior research is mainly concerned with the communicator (e.g. CEO personality) and the message (e.g. intentions and effects of accounting communication). Research from alternative traditions is encouraged, which explores how organisations and their audiences engage in a dialogue and interactively create, sustain, and manage meaning concerning accounting and accountability issues.

The paper identifies, organises, and synthesises research perspectives, traditions, and associated theories from the communication studies literature in the form of a typology. The paper concludes with an extensive agenda for future research on accounting communication.

Viewing the blog technology as an integral part of the current social‐technical environment, this research aims to investigate whether the main influences on message diffusion within a blog community originate from external mass media channels or internal interpersonal communication channels.

The authors employed the innovation‐diffusion model and the OLS estimating method to study message diffusion of two documentary films on the Wretch, the largest blog community in Taiwan.

The results indicate that the mass media is the main source of message diffusion and that the internal communication power may increase as the opinion leader promotes these messages.

Other factors that may influence message diffusion such as topic, design characteristics, and the existing social network have not been included.

For practice, the result indicates that the mass media and the blog might complement each other.

This research is one of the first that attempts to apply the innovation‐diffusion model to analyze message diffusion within the blog community.

The study seeks to introduce a new media model that (1) clearly illustrates the role of mass media in the transmission of cultural messages, and (2) helps to explain variations in the reception and employment of cultural messages by members of the same culture.

Drawing on decades of theorizing in cultural sociology and communication studies, as well as data from two qualitative content analyses, a new model was developed, explained, and then applied to a specific cultural phenomenon.

Mass media are significant transmitters of cultural messages and play an influential role in shaping culture, yet the process is complex. There is great variety in what messages are accepted by different consumers, how they are interpreted, and how they ultimately are employed (or not). Further, cultures that include contradictory messages are more likely to inadvertently promote deviant paths to culturally valued goals.

First, the model only addresses one dimension of the relationship between mass media and culture; it does not explain cultural influences on mass media. Second, the model does not specifically address recent changes in the media landscape, though an accommodation is suggested. Finally, the model needs additional testing before its utility can be reasonably determined.

First, a new model is introduced that clearly illustrates the complex process by which cultural messages are transmitted to receivers via mass media. Second, the model introduces the concept of “cultural capacity” to complement existing concepts and advance understanding of the operation of culture.

A vast array of communication and behavioural theories and models has long assisted the communication management industry in its quest for excellence. While relying upon and discussing many of these theories in relation to website communication, this paper explores the development of theoretical platforms which are unique to the website mode of communication. It asserts that investigating new and varied theoretical paradigms can assist the communication management industry in analysing, extending and optimising its efforts in cyberspace. This paper explores the potential of a generic, theoretical approach to desired behavioural response via the website. It provides a modular definition of desired behavioural response to websites. This definition comprises six potential positive outputs and has been called “positive response action”. The paper proves, via comparative analysis, that positive response action parallels established communication goals and objectives. This paper also explores the concept of any one website belonging to one of three sender motivated categories: individual, strategic stakeholder communication and non‐strategic stakeholder communication. Traditional communication and behavioural response theories are analysed in relation to positive response action as are the essential cognitive needs of a website visitor. These needs are contextualised in a critical path “user gratification” format in relation to the achievement of the goal of positive response action. Excellence in effective website communication has become a priority for the public relations profession worldwide. While exploring this quest for excellence and its relation to theoretical dynamics, this paper reinforces the universally accepted requirement of accurate audience definition in order to achieve communication success and behavioural response.

This study aims to conceptualize, rethink and systematize methods used for measurement and evaluation (M&E) corporate communication.

The reflection is based on 462 key English-language books and papers devoted to M&E in the fields of corporate communication and public relations from the 1970th to 2023. Keywords in the titles and abstracts found the necessary materials. A critical analysis of the central concepts, models and methods described in the literature was conducted. As a result, a new model that unifies and structures the M&E toolkit is proposed for discussion.

Despite the significant contribution to developing a wide range of M&E models, they are still not perfect and universal. In addition, this system of approaches is continuously self-evolving and changing under the influence of digital innovations, so it requires steady rethinking and updating. On the other hand, most previous studies focused on communication management processes, losing focus on communication aspects. This led to the need for an alternative view based on proven theories to fill this gap. The proposed model combines quantitative and qualitative M&E methods for the five main components of corporate communication (communicator, audience, content, channels and result), covering a wide range of tools, from statistical and sociological research to big data analysis and neuro research.

This work contributes to developing the M&E theory of corporate communication, systematizing existing methods and opening new research perspectives. From a practical point of view, companies can use the presented approach for a more accurate and objective internal evaluation of the main components of corporate communication.

This chapter identifies, defines and explores four news media roles of conduit, facilitator, mediator and political actor through which the media participate with corporate, social and political actors in agenda-building processes. The framework of the media’s four agenda-building roles sheds light on how the news media perform their various roles as well as how other actors, such as organizations and media audiences, are able to mobilize the media performing these roles. This framework helps explain how and why media roles affect the way actors are able to influence the media agenda with the intention of shaping the public agenda.

Owing to the strong position of traditional marketing communications (especially advertising) research and consumer marketing related theories in the general field of marketing, the prevailing concepts of communication can be labeled as “mass communicative” in current marketing discourse as a whole. However, along with the rise of various “relational approaches” in marketing, the focus of marketing research seems to shift from products and firms as a central unit of analysis to people, organizations and the social processes that bind actors together in ongoing relationships. In these interactive relationship/network contexts, the nature of communication is hardly mass communicative. This article aims at presenting a theoretical framework on the role of communication in business relationships and networks. The interaction/network approach to marketing means moving from the current perspective of marketing’s mass‐communicative effects and consequent communicative behaviors of organizations to the “lower level” of interpersonal communication processes occurring within business relationships and networks.