Online public relations, marketing communications, new media, dialogue, and the influence of new technologies on customer and patient experience
Doctor Ruth Avidar
School of Social Sciences and Humanities
Areas of Expertise
Advanced Public Relations
Customer Experience in the Digital Age
Senior Lecturer and head of the Marketing Communication track at the Yezreel Valley College
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.