Publication Date

2012-07-18

Availability

Open access

Embargo Period

2012-07-18

Degree Type

Dissertation

Degree Name

Doctor of Philosophy (PHD)

Department

Communication Studies (Communication)

Date of Defense

2012-06-27

First Committee Member

Don W. Stacks

Second Committee Member

Michael J. Beatty

Third Committee Member

Shannon A. Bowen

Fourth Committee Member

Vincent Hazleton

Abstract

A theory and conceptualization of social capital as a resource- and exchange- based function of public relations was proposed. Fourteen hypotheses and one research question tested social capital propositions and postulates in a public relations-specific context, and a measure of social capital was created and tested alongside measures of human capital and organizational financial capital. A holistic model of social capital was tested using structural equation modeling such that human capital was hypothesized to predict social capital, human and social capital were hypothesized to predict public relations outcomes, and public relations outcomes were hypothesized to predict financial capital. It was concluded that the Social Capital Model of Public Relations alongside confirmed hypotheses provide evidence for social capital as a valid theory and concept for the study of public relations. Recommendations for future research are discussed.

Keywords

social capital; public relations; human capital; financial capital

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