Date of Award
2012
Document Type
Thesis
Degree Name
Master of Arts in Communication Studies
Department
Communication Studies
First Advisor
Muhtaseb, Ahlam
Second Advisor
Owen, Bradford
Third Advisor
Sheil, Astrid
Abstract
This study examines whether a social networking campaign on Facebook can make any difference in relationship management outcomes of trust, commitment, satisfaction, control mutuality, exchange relationships, communal relationships, and Facebook relationships. Since Facebook.com opened its registration process to organizations in late 2007, trade publications such as PR Week and public relations blogs have been endorsing Facebook as a relationship-building tool. Through Facebook, organizations have the opportunity to converse with their publics and engage them in ways not previously possible.
Recommended Citation
López-Thismón, Natalia Isabel, "Like us on Facebook: A social media campaign's effect on relationship management outcomes for a non-profit organization" (2012). Theses Digitization Project. 4168.
https://scholarworks.lib.csusb.edu/etd-project/4168
