Rita Men, University of Florida College of Journalism and Communications (UFCJC) Public Relations associate professor, is the co-author of “Exploring Negative Peer Communication of Companies on Social Media and Its Impact on Organization-Public Relationships” published in Public Relations Review on May 24.

Men and UFCJC doctoral student Yufan Qin examined whether and how the publics’ negative peer communication about companies on social media could influence the quality of organization-public relationships through the theoretical lens of socialization and social learning theory.

Their study found that negative peer communication should not be underestimated; social media engagement is a reciprocal process; companies need to gauge changes in publics’ attitudes and determining factors that may lead to public dissatisfaction; and that companies must develop effective social media strategies by engaging with publics and build the reputation of the companies.

Posted: May 29, 2019
Category: College News
Tagged as: Linjuan Rita Men