American Studies Commons^™

Relationship Advertising: Investigating The Strategic Appeal Of Intimacy (Disclosure) In Services Marketing, Andrea Diahann Gaye Scott

USF Tampa Graduate Theses and Dissertations

One approach to communicating and thereby building a close relationship with consumers is via advertising. In other words, if service providers can invoke feelings of connection and intimacy--where consumers feel understood, cared for, and validated--through advertising, a stronger bond and sense of loyalty is likely to follow. When intimacy is conceived as knowing and being known by another, which incorporates mutual and reciprocal (though not necessarily equal) liking and vulnerability, its application extends beyond romantic relationships to the current context of relationship and services marketing. This research provides empirical support for the use of intimacy as an appeal in services …

Organizational Uncertainty Management: Developing A Framework For Public Relations Practitioner Involvement, Marcia L. Watson

USF Tampa Graduate Theses and Dissertations

This study examined the concept of organizational uncertainty and the involvement of public relations practitioners. Understanding organizational uncertainty is imperative to the success of an organization, but the effects of uncertainty have been relatively undertheorized within public relations.

To close the gap, this study blended multidisciplinary theories pertaining to uncertainty with a triangulated methodological approach. First, this study took a macro-organizational look at uncertainty by analyzing trends in the literature and conducting qualitative in-depth interviews with members of management and employees in an organization. The results of this portion of the study found uncertainty to be multi-layered and the most …

Identification And Measurement Of Two Factors Affecting The Long-Term Outcomes Of Public Relations Programs: Public Image And Public Trust, Kimberly B. Amendola

USF Tampa Graduate Theses and Dissertations

This study explores the most current theories surrounding organization-public relationship measurement, which is one approach used to verify the effectiveness of public relations programs. The study attempted to define and test two new factors that may affect organization-public relationships, which are identified as public image and public trust. Existing factors used to test such relationships, such as trust, satisfaction, commitment, and control mutuality, focus on testing the perceptions stakeholders have about an organization based upon their interpersonal relationship with that organization. However, in organizations where the dominant coalition still does not view public relations as …