Resumen de Smartphones and young publics: : A new challenge for public relations practice and relationship building

Ruth Avidar, Yaron Ariel, Vered Malka, Eilat Chen Levy

• This study focuses on smartphones and their potential contribution to relationship building, between organizations and young publics. A survey among a representative sample of 550 young, Israelis, aged 21�31, and sixty personal in-depth interviews with undergraduate students were, conducted. The findings reveal that the smartphone satisfies both interaction-related and cognitive-related, needs, but organizations do not utilize the dialogic potential of the smartphone to engage and, to build relationships with young publics.