Dissertations and Theses @ UNI
Availability
Open Access Thesis
Keywords
Group identity; Identity (Psychology); Universities and colleges--Public relations; Universities and colleges--Sociological aspects; Academic theses;
Abstract
The study tested the applicability of identification theory for diagnosing relationship quality between organizations and their publics in PR. A survey was posted on-line in a mid-Western university; 377 students of all classifications filled out the questionnaire. Factor analysis produced one-dimensional identification scale and three-dimensional relationship scale: reciprocity, commitment, and exchange. There were significant positive correlations between identity, reciprocity, and commitment, whereas exchange part of relationship negatively related to the above dimensions. Discussion of student publics was developed along with analysis of factors related to university life. Analysis of variance revealed that identity, reciprocity, and commitment decline with tenure in the college setting, while the effects of exchange relationship increase. Paired samples t-test demonstrated that departmental identification was overall stronger than organizational. The variables of satisfaction, intent to continue relationship, social portrayal, and perceptions of distinctiveness, prestige, and competitiveness had strong positive correlations with identity, reciprocity, and commitment, while exchange dimension was negatively related to the above variables or was not statistically significant. There was a slight positive correlation between formal assessments of performance against reports of reciprocity and commitment, with slight negative correlation between exchange dimension and performance evaluation. Independent samples t-test demonstrated that level of extra-curricular involvement was positively associated with identity and commitment, with no statistical significance for reciprocity and exchange.
The findings suggest interdependence between identification assessments and relationship quality and represent value for PR theory and practice. The study offers to measure relationships via the dimensions of reciprocity and identification. Identity management has the potential of a powerful strategic tool for building relationships with key publics. The findings also suggest a number of implications particularly useful for higher education fundraising.
Year of Submission
2007
Degree Name
Master of Arts
Department
Department of Communication Studies
First Advisor
Gayle Pohl
Second Advisor
Jayne M. Witte
Third Advisor
Harry T. Hall
Date Original
2007
Object Description
1 PDF file (97 leaves)
Copyright
©2007 Nadezhda Olegovna Bocharova
Language
en
File Format
application/pdf
Recommended Citation
Bocharova, Nadezhda Olegovna, "Effects of Identity on Public-Organization Relationships: A Case Study of Student-University Relations" (2007). Dissertations and Theses @ UNI. 2107.
https://scholarworks.uni.edu/etd/2107
Comments
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