Doctor Ruth Avidar

Adjunct Professor,

School of Social Sciences and Humanities
Communication B.A

Areas of Expertise

Online public relations, marketing communications, new media, dialogue, and the influence of new technologies on customer and patient experience

Selected Courses

Advanced Public Relations

Customer Experience in the Digital Age

Additional Roles

Senior Lecturer and head of the Marketing Communication track at the Yezreel Valley College

Selected Publications

Malka, V., Ariel, Y., Avidar, R. & Cohen, A.A. (2018). Reconceptualizing uses and gratifications vis-?-vis smartphone applications: The case of WhatsApp. In P. Vorderer., D. Hefner., L. Reinecke., & C. Klimmt (Eds.), Permanently Online, Permanently Connected (pp. 43-49). NY: Routledge.

Avidar, R. (2017). Responsiveness and interactivity: Relational maintenance strategies in an online environment. In S. Duhe (Ed.), New media and public relations (3rd edition) (pp. 229-238 ). NY: Peter Lang.

Avidar, R. (2017). Engagement, Interactivity, and Diffusion of Innovations: The Case of Social Businesses. In K. Johnston and M.Taylor (Eds.). Handbook of Communication Engagement (pp. 505-514). New Jersey: Wiley.

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