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Article
Publication date: 9 December 2022

Suk Chong Tong and Fanny Fong Yee Chan

Based on both quantitative and qualitative analyses, this study revisits public relations (PR) and marketing practitioners' perceptions of PR function and its relationship with…

1563

Abstract

Purpose

Based on both quantitative and qualitative analyses, this study revisits public relations (PR) and marketing practitioners' perceptions of PR function and its relationship with marketing function in the digital context.

Design/methodology/approach

An online survey targeting 234 PR and marketing practitioners was first conducted, followed by a total of 27 in-depth interviews with PR and marketing practitioners.

Findings

Results from the two phases of analysis show that both PR and marketing practitioners perceive market functions as sales-oriented, whereas media relations is interpreted as more of a PR function. Content marketing and influencer marketing via digital communication channels help to enhance the convergence of PR and marketing functions. PR and marketing practitioners believe that PR and marketing functions are integrative, and they are willing to work flexibly for both functions within workplaces.

Originality/value

This study presents a continuum of PR and marketing functions in the digital era that illustrates the role of digital communication in the convergence of PR and marketing functions. The results help to advance the theoretical discussion on both the functional (excellent PR practices and relationship management) and critical (the social role of PR in the participatory culture) approaches of PR in the digital context. Managerial implications are also discussed in addition to the theoretical contributions.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 35 no. 8
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 20 March 2023

Suk Chong Tong and Fanny Fong Yee Chan

With the growing popularity of digital engagement, this study explores the interrelationships among digital engagement, interactivity and engagement strategies from the…

614

Abstract

Purpose

With the growing popularity of digital engagement, this study explores the interrelationships among digital engagement, interactivity and engagement strategies from the perspective of practitioners.

Design/methodology/approach

Individual in-depth interviews were conducted with 27 practitioners who have been involved in marketing communication activities in Hong Kong.

Findings

It was found that practitioners interpreted digital engagement mainly from the cognitive and behavioral dimensions and organizations engaged with their target audiences with either transactional or transitional communications. Functional interactivity and medium interactivity were perceived as the basis of digital engagement.

Originality/value

This qualitative analysis enriches the extant literature in marketing and public relations by delineating the relationships between interactivity and the use of different levels of digital engagement strategies, as well as guiding practitioners in setting effective digital engagement strategies.

Details

Journal of Research in Interactive Marketing, vol. 17 no. 6
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 2 April 2020

Suk Chong Tong and Fanny Fong Yee Chan

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…

1632

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.

Details

Journal of Communication Management, vol. 24 no. 1
Type: Research Article
ISSN: 1363-254X

Keywords

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Article
Publication date: 17 June 2022

Suk Chong Tong and Fanny Fong Yee Chan

With the prevailing use of online communication platforms, this study revisits the definitions of trust in an online context. By exploring organizational online communications…

889

Abstract

Purpose

With the prevailing use of online communication platforms, this study revisits the definitions of trust in an online context. By exploring organizational online communications from a practitioners' perspective, a conceptual framework that illustrates the nature of trust and its relationship with dialogic communication between organizations and organizations' stakeholders in the digital era is proposed.

Design/methodology/approach

A total of 27 in-depth interviews were conducted with public relations and marketing practitioners involved in coordinating organizational online communications in Hong Kong.

Findings

From the practitioners' perspective, stakeholders' online trust toward an organization, which is a hybridity of initial and rapidly evolving trust, begins with stakeholders swift and initial judgment of the organization according to category-based cues (including knowledge-based attributes of the organization, institutional cues, and particular attributes of online dialogic communication) available on online platforms and further develops over time. Practitioners regard the integration of online and offline communication platforms to be the most effective way to build trust in organization–stakeholder relationships in the digital era, while dialectical tensions can hinder trust formed in online communication.

Originality/value

Along with the proposed conceptual framework, this study advances the discussion of online trust in public relations practices from the practitioners' perspective. A qualitative approach provides rich descriptions that may help to enrich theories in public relations and communication management regarding the interplay of trust and dialogic communication in organizational practices in the digital era.

Details

Journal of Communication Management, vol. 26 no. 3
Type: Research Article
ISSN: 1363-254X

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Article
Publication date: 2 February 2015

Suk-Chong Tong

The purpose of this paper is to propose a model of financial communication to investigate the process of communicating risk signals between listed companies and their individual…

1557

Abstract

Purpose

The purpose of this paper is to propose a model of financial communication to investigate the process of communicating risk signals between listed companies and their individual retail investors in initial public offerings (IPOs).

Design/methodology/approach

A survey study on individual IPO investors (n=212) in the Hong Kong Stock Exchange was conducted to examine how risk estimates of individual retail investors were affected by three factors of financial communication, namely organizational trust, organizational reputation and investors’ trust in the media specialists. Structural equation modeling analysis was conducted.

Findings

Respondents’ perceived risks of below-target returns and perceived risks of losses of principals were significantly affected by their perceived market risks. Respondents relied significantly on organizational trust to estimate their amounts of target returns and mitigate their perceived risks of losses of principals. Organizational reputation, which could be possibly reinforced by respondents’ trust in the media specialists, could enhance organizational trust.

Practical implications

Corporate communications practitioners should pay attention to the effect of perceived market risk on risk estimate. As organizational trust is a significant precondition of risk taking in IPOs, practitioners should rethink the effectiveness of financial communication in which organizational trust, organizational reputation and investors’ trust in the media specialists are interrelated.

Originality/value

There is a lack of research in financial communication from the organization-stakeholders perspective. This paper conceptualizes financial communication and provides insights to both scholars and practitioners in corporate communications on how significant factors of financial communication affect risk estimate in the financial market.

Details

Corporate Communications: An International Journal, vol. 20 no. 1
Type: Research Article
ISSN: 1356-3289

Keywords

Available. Content available
Article
Publication date: 2 February 2015

Wim J L Elving

335

Abstract

Details

Corporate Communications: An International Journal, vol. 20 no. 1
Type: Research Article
ISSN: 1356-3289

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Article
Publication date: 5 September 2017

Chan Ka Ming

Since the launch of the Mainland and Hong Kong Closer Economic Partnership Arrangement (CEPA) in 2003, Hong Kong cinema is believed to have confronted drastic changes. Hong Kong…

554

Abstract

Purpose

Since the launch of the Mainland and Hong Kong Closer Economic Partnership Arrangement (CEPA) in 2003, Hong Kong cinema is believed to have confronted drastic changes. Hong Kong cinema is described to be dying, lacking creative space and losing local distinctiveness. A decade later, the rise of Hong Kong – China coproduction cinema under CEPA has been normalized and changed the once pessimism in the industry. The purpose of this paper is to demonstrate how Hong Kong cinema adjusted its production and creation in the first 10 years of CEPA.

Design/methodology/approach

Beginning with a review of the overall development, three paradigmatic cases are examined for reflecting upon what the major industrial and commercial concerns on the Hong Kong – China coproduction model are, and how such a coproduction model is not developed as smooth as what the Hong Kong filmmakers expected.

Findings

Collectively, this paper singles out the difficulties in operation and the limit of transnationality that occur in the Chinese context for the development of Hong Kong cinema under the Hong Kong – China coproduction model.

Originality/value

This is the author’s research in his five-year study of Hong Kong cinema and it contributes a lot to the field of cinema studies with relevant industrial and policy concern.

Details

Social Transformations in Chinese Societies, vol. 13 no. 2
Type: Research Article
ISSN: 1871-2673

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Article
Publication date: 25 January 2021

Amir A. Abdulmuhsin, Rabee Ali Zaker and Muhammad Mujtaba Asad

Drawing on knowledge-based view, social exchange theory and leader-member exchange, this study examines how exploitative leadership (EL) influences knowledge management (KM), its…

2086

Abstract

Purpose

Drawing on knowledge-based view, social exchange theory and leader-member exchange, this study examines how exploitative leadership (EL) influences knowledge management (KM), its processes, and further investigates the moderating role of organisational citizenship behaviours (OCB) on the relationship between EL and KM.

Design/methodology/approach

Using a quantitative approach, survey data were collected from 356 faculty members in Iraqi public universities, and the direct and moderating relationships were assessed through Hierarchical regression by PROCESS v.3.3 macros in SPSS.

Findings

The study found a significant negative impact of EL on KM, including its processes, especially on knowledge utilisation. The assessment also revealed that OCB has a significant moderating impact on EL, particularly its effect on knowledge creation.

Practical implications

The empirical insights of the study are valuable and precious for policymakers, managers and academics in education sectors of developing countries, to enrich their managerial and scientific performance through addressing EL behaviours while considering the moderating effect of OCB.

Originality/value

The relevance of the study stems from the scarcity of research on EL, while studies on the negative behaviours of leaders as a predictor of KM process failures are significantly limited. Additionally, studies on the moderating impact of OCB on the linkage between EL and KM processes remain limited. This study is one of the earliest studies that investigate these inter-relationships amongst EL, OCB and KM processes.

Details

International Journal of Organizational Analysis, vol. 29 no. 3
Type: Research Article
ISSN: 1934-8835

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Article
Publication date: 8 June 2020

Christopher von Koch and Magnus Willesson

The purpose of this paper is to review the literature that measures the concept of firms' information environment (IE) with focus on the validity of proxies used to measure IE.

488

Abstract

Purpose

The purpose of this paper is to review the literature that measures the concept of firms' information environment (IE) with focus on the validity of proxies used to measure IE.

Design/methodology/approach

The paper reviews the IE literature using theoretically based categories and analyzes the contextual meaning and use of IE proxies. The review is based on a selection of 284 research articles from 51 journals between 2000 and 2018. A total of 37 different proxy measures of IE are found and analyzed with respect to causality based on categories and the use of IE variables as dependent, independent and control variables.

Findings

The study indicates that the IE measures are heterogeneous and there is a lack of consensus regarding their use. The different conditions used to study IE explain part, but far from all, of this heterogeneity. Furthermore, we find that the use of IE measures is only briefly discussed or motivated among the studies in the sample. These findings suggest a necessary discussion about causality in the use of IE as dependent, independent or control variables.

Originality/value

This study contains new and significant information on IE and IE proxy measures. It provides an extensive literature review and provides a novel typology to analyze IE.

Details

Managerial Finance, vol. 46 no. 11
Type: Research Article
ISSN: 0307-4358

Keywords

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