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Return on investment (ROI) of international public relations: A country-level analysis

Authors
Lee, SumanYoon, Youngmin
Issue Date
Mar-2010
Publisher
ELSEVIER SCIENCE INC
Keywords
International public relations; Return on investment; Economic bottom line
Citation
PUBLIC RELATIONS REVIEW, v.36, no.1, pp.15 - 20
Indexed
SSCI
AHCI
SCOPUS
Journal Title
PUBLIC RELATIONS REVIEW
Volume
36
Number
1
Start Page
15
End Page
20
URI
https://scholar.korea.ac.kr/handle/2021.sw.korea/116906
DOI
10.1016/j.pubrev.2009.08.011
ISSN
0363-8111
Abstract
The purpose of this study is to examine the relationship between economic outcome and international public relations investment by other countries in the U.S. Based on country-level data analysis, this study found that the number of international public relations contracts by other countries in the US. was positively related to (1) U.S imports from those countries, (2) U S direct investment to those countries, and (3) the number of U S. tourists visiting those countries, after controlling for economic size. (C) 2009 Elsevier Inc All rights reserved.
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