Evaluating the extent to which public relations of private organizations employ social networks to introduce products and services

Journal of System Management

مقاله 11، دوره 9، شماره 3 - شماره پیاپی 35، مهر 2023، صفحه 179-191   

نوع مقاله: Research Paper

شناسه دیجیتال (DOI): 10.30495/jsm.2023.1977540.1746

نویسندگان

Alireza Biabannavard Sarvestani^{* 1}؛ Helen Hedeshian²

¹Department of communication sciences,Shiraz Branch, Islamic Azad university, Shiraz, Iran

²Department of communication scences, shiraz Branch, Islamic Azad university, Shiraz, Iran

چکیده

Social networks advertisements can be employed as a powerful means of communication to achieve goals such as sales, profitability and reinforcing brand image. Organizations managers have established a department titled “public relations” in their organizations, through which they communicate with individuals inside and outside the organization, so that they can fulfill their goals at lower costs and within shorter time by informing and persuading those individuals. In this regards, the present study is aimed at evaluating the extent to which public relations of private organizations employ social networks to introduce their products and services. Research population consists of managers and public relation experts of private sector’s organizations in Yazd, Iran. The present study takes a survey method and is regarded as field-work research. Sampling method is based probability and availability. Due to the limited population, 76 individuals were selected as the sample through limited population formula. Data was analyzed via Smart-PLS. results reveal that public relations of private organizations employ social networks at an optimal and acceptable level to introduce their products and services. Hence the hypothesis of the study is confirmed.

کلیدواژه‌ها

introducing products and services؛ public relations of organization؛ social networks؛ managers and experts؛ advertisement