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Summary


IMPACT OF CULTURAL REFLECTIONS ON EVENT PARTICIPATION WITHIN THE SCOPE OF DIGITAL PUBLIC RELATIONS: CASE OF THE CHEETOS DIGITAL MUSEUM

Considering the technological characteristics of the current century, the concept of digital public relations has become essential for the organizations. Within this context, the interdisciplinary feature of the concept is very important in strategic communication management. It should be underlined that the activities carried out within the scope of digital public relations are a crucial part of the strategic communication management approach. At this point, it is important to examine the variables that have an impact on the behavior of individuals to prefer and participate in events. The existing literature indicates that one of the most significant of these variables is the concept of "culture". The main purpose of the study is to examine the impact of cultural reflections on the participation of individuals within the scope of digital public relations. The study aims to reveal the expectations of people who are interested in digital public relations events in terms of cultural reflections. A qualitative research method, namely focus group research was used in the study. The research sample consists of non-random, teleological sampling method. In this context, the participants are those who have information about the Digital Cheetos Museum Event. As a case study of focus group evaluation, the images of Digital Cheetos Museum Event, which was held in the USA in 2016 and in Turkey in 2018, were presented to the participants (See Figures 1, 2, 3, 4). Within the scope of this case, the questions were directed to the participants within the framework of the research questions of the study. The results of the study show that, within the scope of digital public relations, cultural reflections may have an impact on the participation of individuals in the event, since all the research questions were answered positively.



Keywords
Digital Public Relations, Event, Culture, Strategic Communication, Digital Museum

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