Building Relationships That Last: Integrating Public Relations Into Web Design

Authors

Richard V. McCarthy, Quinnipiac University
Jay E. Aronson, The University of Georgia
Robert Petrausch, Iona College

Document Type

Article

Abstract

This paper explores the relationship between web site design, public relations strategy, and a consumer’s intention to return to a web site. This relationship is defined through a model that explores the influence of information satisfaction, particularly when the web site design is congruent with the consumer’s expectations. The public relations dimension extends the consumer web site design model by interjecting a long-term focus on relationship building that organizations will need to make electronic commerce a viable investment in information technology resources. This is significant because it recognizes the importance of developing loyalty and trust online.

Recommended Citation

McCarthy, Richard V.; Aronson, Jay E.; and Petrausch, Robert (2004) "Building Relationships That Last: Integrating Public Relations Into Web Design," Journal of International Technology and Information Management: Vol. 13: Iss. 1, Article 1.
DOI: https://doi.org/10.58729/1941-6679.1237
Available at: https://scholarworks.lib.csusb.edu/jitim/vol13/iss1/1