Research Into Digital Strategic Communication Networks: Advancing Public Relations Research Through Netnograph and Social Network Analysis

• In Event: ICA Interactive Paper/Poster Session III
  In Interactive Paper Session: Public Relations Interactive Poster Session

Abstract

Advances in information and communication technologies revolutionize strategic public relations practices in new ways. This essay advocates the use of a mixed-method approach that blends netnography with social network analysis to study public relations practice on digital platforms. This method offers a new methodological lens through which both the network structure and emerging meanings of virtual interactions between organizations and publics can be examined at a large scale. We elaborate our hybrid approach by 1) explaining taxonomy of strategic networks that identify types of social networks that can be studied in public relations research; and 2) offering an instructive mixed-method framework that illustrates research design procedures that researchers can take to combine netnography and social network analysis. Finally, we offer discussion about the hybrid approach and its future deployment in the field of communications and public relations.

Authors

• Aimei Yang, U of Southern California

• Robert Kozinets, U of Southern California