The Roles of Public Relations Practitioners in Using Social Media to Expand Influencer Marketing

Tan, Kai Siang (2022) The Roles of Public Relations Practitioners in Using Social Media to Expand Influencer Marketing. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

Text Copy of Tan Kai Siang Full Text RPR 202209.pdf Restricted to Registered users only Download (971kB)

Abstract

This research has intended to study the role of public relation practitioners in using social media particularly in the context of influencer marketing in Malaysia. The study has formulated three research objectives and intends to determine the usage of social media influencers by public relations practitioners, perception of public relations practitioners regarding its effectiveness and risks caused by them to public relations practitioner’s roles and practices. This study has adopted a qualitative research design and source credibility model along with two symmetrical models that will serve as the foundation of the study. The study’s target respondents are public relations practitioners working in major agencies in Kuala Lumpur, Malaysia. The goal of the study’s sample size is to achieve 8 and purposive sampling will be used to approach these respondents. In-depth interviews will be utilized as a research tool for acquiring qualitative data. As a data analysis method, thematic analysis will be used by generating themes from the transcripts. The findings of the research would be helpful for Malaysian PR companies in identifying the role of their PR practitioners in using social media influencer marketing and the risk that needs to be minimized for its better implementation. Moving on, the data will be further analysed and the results highlighted to show whether the hypothesis is supported. Finally, the researcher will discuss the results, theoretical and practical implications, and recommendations for future research