Description
Based on previous research, this study aimed to examine two potential organizationpublic relationship (OPR) management models, while considering a new way to study the OPR by looking at it as a moderator variable. The research also explored the usefulness of applying the OPR management perspective to branded health-related behavior change campaign Rev Your Bev, located in Virginia, through examining events, social media, and website interactions by using an online survey. The study examined demographics, attitude, and knowledge, among other variables in conjunction with the OPR and previous interactions with Rev Your Bev. The study did not find significance for the initial zero-order correlations, which made model testing not possible. However, the study did reveal support for some of the proposed hypotheses. There was a small indirect correlation between the OPR and whether someone visited the Rev Your Bev website or Facebook page. The study also found a small indirect correlation between whether someone visited the Rev Your Bev website and behavioral intent to drink sugary sweetened beverages or provide them for one’s child. These findings showed some support for two of the proposed hypotheses. Supplementary analysis suggested that in comparison with social media, websites still provide value to campaigns, especially with older populations, people may still hold on to their perceptions of a brand but fail to recognize the brand when questioned, and that targeting mothers in particular may be the key to decreasing the sugary beverage intake for children. Limitations to the study are discussed.
