FACTORS INFLUENCING USE OF SOCIAL MEDIA AMONG PUBLIC RELATIONS PRACTITIONERS IN LAGOS STATE

Abstract

This study investigates use and adoption of social media among public relations practitioners in the Nigeria context. The objectives of the study include to understand factors which influence use of social media as well as to identify benefits accrued from the adoption of these platforms among public relations professionals. Using Unified Theory of Acceptance and Use of Technology (UTAUT), the paper provides evidence on the relevance and application of the theory in explaining the adoption of social media among public relations practitioners in

Lagos State, Nigeria. Through in-depth interview, eight members of the Public Relations Consultants Association of Nigeria (PRCAN) were interviewed for the study. The data were analysed using thematic analysis. Findings show that public relations professionals in the

study use social media such as Facebook, Twitter, YouTube, LinkedIn, among others to promote their clients by establishing and maintaining effective engagements with their clients’ publics. The results also identify gratifications such as instantaneous feedback, monitoring, wide reach and constant engagement by public relations practitioners. It is, therefore, recommended that public relations practitioners should always avail themselves with information and communication technology capable of enhancing their engagements with different publics while future study should also focus on the degree to which public perceptions are influenced based on social media contents of an organisation.