Purpose: The purpose of this paper is the development of a model for the evaluation of social medial communication within the fields of public relations and marketing from the theoretical models that assess the effective use of social media by organisations. Design/methodology/approach: The approach employed in this paper involves the review of the literature to establish the grounding for the theoretical constructs to apply in developing a Model of Social Media Communication Analysis. Findings: As this is not an empirical paper but rather an investigation of social media as a communication tool and the theoretical models which have evolved to investigate their application there are no results per se but rather the establishment of a model for the analysis of social media communications. Practical implications: The paper provides some unique insights into the evolution of communication as a tool for the marketing and public relations fields.
e-Journal of Social & Behavioural Research in Business / Vol. 7, No. 2, pp.16-28