Project

Lindley completed an original, IRB-approved public relations research project with six of her classmates. Together, they employed the Unified Theory of Acceptance and Use of Technology (UTAUT) to study the use of social media in nonprofit organizations nationwide.

Abstract

This study surveyed public relations practitioners (N=409) from four reputable directories of nonprofit organizations in the United States. Using the Unified Theory of Acceptance and Use of Technology (UTAUT), the differences in the adoption of social media and the credibility of social media tools were assessed based on gender. The survey examined whether the adoption of social media depends on the presence of a public relations department within the organization. Finally, a relationship between the UTAUT factors and credibility were explored. Findings indicated that women consider social media to be beneficial and interesting whereas men exhibit more confidence in actively utilizing social media tools within their organization. Additionally, organizations with specified public relations departments were more likely to adopt social media practices. Positive correlations between the UTAUT factors and credibility indicated that those who find social media credible were more likely to use it within their workplace.