Dissertations and Theses @ UNI

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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

Comments

If you are the rightful copyright holder of this thesis and wish to have it removed from the Open Access Collection, please submit a request to scholarworks@uni.edu and include clear identification of the work, preferably with URL.

Date Original

2007

Object Description

1 PDF file (97 leaves)

Language

en

File Format

application/pdf

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