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An Analysis on Influence of SNS Activation on Local Government PR: Focused on SNS Utilization Conditions in Daegu City

  • Korean Society and Public Administration
  • Abbr : KSPA
  • 2015, 26(2), pp.53-76
  • Publisher : Seoul Association For Public Administration
  • Research Area : Social Science > Public Administration

JeongHeon Kim 1

1대구대학교

Accredited

ABSTRACT

This study empirically examines the Public Relations (PR) effects of local government based on administrative social network service (SNS) utilization conditions in Daegu City. An offline survey was conducted on the exposure of civil servants and citizens, and to measure the public's recognition of and perspectives on the influence of administrative PR effects. The results can be summarized as follows: First, a number of SNS traits (connection, participation, opening to the public, conversation, and community) affect the PR public relationship, meaning that this is a determining factor on administrative PR effects. Second, there is an SNS invitation possibility problem, as well as expectation effect, and limits to SNS activation. Recommendations are made for government management of SNS vitalization strategies.

Citation status

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