Revisiting innovation adoption theory through electronic public relations

Anastasios Panopoulos, Prokopis Theodoridis, Athanasios Poulis

Research output: Contribution to journalArticlepeer-review


The purpose of the study is to shed light in the innovation adoption process taking place in the public relations field through the use of Web 2.0 applications and social network activities. Design/methodology/approach: Innovation adoption of Electronic Public Relations (EPR) is examined at a personal, organizational and environmental level by employing for each one of the previous a number of different sub-dimensions leading to the creation and verification of a hierarchical tree structure. Findings: E-pr innovation adoption can be influenced at a personal, organizational and environmental level. Each of the aforementioned levels are hierarchically linked to a number of factors that can actually speed up the process. Originality/value: Never before to our knowledge the E-pr adoption process was examined as a hierarchical model bridging the innovation adoption literature with the public relations literature
Original languageEnglish
Pages (from-to)21-40
Number of pages20
JournalInformation Technology and People
Issue number1
Publication statusPublished - 5 Feb 2018


  • IT innovation
  • Innovation Theory
  • Technology adoption
  • E-Marketing


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