Engaging fans on Facebook : how New Zealand organisations are communicating on Facebook to build and maintain relationships with their publics : a thesis presented in partial fulfilment of the requirements for the degree of Master of Management in Communication Management at Massey University, Wellington, New Zealand

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Title

Engaging fans on Facebook : how New Zealand organisations are communicating on Facebook to build and maintain relationships with their publics : a thesis presented in partial fulfilment of the requirements for the degree of Master of Management in Communication Management at Massey University, Wellington, New Zealand

Content partner

Massey University

Collection

Massey Research Online

Description

research examined how Facebook is being used as a communication tool by commercial organisations in New Zealand to build and maintain relationships with their publics. The research questions were produced by identifying a gap in public relations literature, which revealed a lack of an integrated framework to assess organisations’ communication with publics on social networking sites (SNS) from a relationship management perspective. The research questions explored how Facebook is being used as...

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Format

Research paper

Research format

Thesis

Thesis level

Masters

Date created

2012

Creator

Gardner, Danae

URL

https://hdl.handle.net/10179/3976

Related subjects

Facebook / Organisational communication / Online communication / Online social networks / Public relations / Customer relations

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