Resumen de Smartphones and young publics: : A new challenge for public relations practice and relationship building
Ruth Avidar, Yaron Ariel, Vered Malka, Eilat Chen Levy
This study focuses on smartphones and their potential contribution to relationship building, between organizations and young publics. A survey among a representative sample of 550 young, Israelis, aged 21�31, and sixty personal in-depth interviews with undergraduate students were, conducted. The findings reveal that the smartphone satisfies both interaction-related and cognitive-related, needs, but organizations do not utilize the dialogic potential of the smartphone to engage and, to build relationships with young publics.
