Factors Influencing the Adoption of the Internet by Public Relations Professionals in the Private and Public Sectors of Saudi Arabia

Abstract

Managers from Western cultures tend to assume that efficiency and profitability will drive the adoption of new technologies by multinational conglomerates. The present study shows that for non-Western organizations, the sector that the organization operates in (public or private) and its decision-making style are also relevant factors. The research employs the diffusion of innovation model to explore Internet adoption by public relations professionals in Saudi Arabian organizations. A survey of 354 public relations professionals revealed that 93% of the professionals in the private sector had adopted the Internet, compared to 83% of their counterparts in the public sector. Professionals in the private sector ascribed relative advantage as critical for adoption. Regression analyses revealed that authoritarian decision making and organizational encouragement were predictors of adoption.

An Arab perspective on social media: How banks in Kuwait use instagram for public relations

“…In addition, professionals who received a greater level of support and encouragement from senior management were more likely to post on Instagram. Public relations professional need a nurturing and supportive work environment, which complements the literature showing level of employee satisfaction increases productivity (Chen, Silverthorne, & Hung, 2006;Tourish & Hargie, 2009), performance (Ruck & Welch, 2012) and adoption of the Internet for public relations tasks (Al-Shohaib et al, 2009).…”

“…Ruck and Welch (2012) and Sluss et al (2008) argue organizational support is a key predictor of levels of productivity and performance among employees. Al-Shohaib et al (2009) found that organizational encouragement was a predictor of adoption of the Internet for public relations in Saudi Arabia. Accordingly, it is expected that higher levels of support and encouragement by senior management for public relations and communication practitioners to use social media will predict Instagram posting activities.…”

Online public relations: What are the mechanisms that should be used by practitioners to elevate their performance?

“…Other studies have found that the acceptance of the online PR practice concept is related to authoritarian decision-making and a lack of education and skills (Al-Shohaib, Kandari, & Abdulrahim, 2009;Al-Shohaib, Frederick, Jamal Al-Kandari, & Dorsher, 2010;Ayish, 2005;Bashir & Aldaihani, 2017;James, 2007;Fitch, 2009;Kirat, 2005Kirat, , 2006Kirat, , 2007Kirat, , 2016Robson & James, 2013;Vardeman-Winter & Place, 2015).…”

Factors Underlying Technology Adoption in Academic Libraries in Kuwait

“…In such cultures both the managers and the subordinates accept unequal relationships. Decision making style is known to be an important factor influencing technology adoption (Sarosa & Underwood, 2005;Al-Shohaib, Frederick, Al-Kandari & Dorsher, 2010).…”