ROLE OF HASHTAGS IN PR ARTICLES ON SOCIAL NETWORK LINKEDIN

Abstract

The purpose of the proposed article is to determine the function of hashtags in PR articles on the LinkedIn social network by the method of content analysis. Our study examined 50 articles published in English in recent years on the LinkedIn social network using several directions of the content analysis method. The results of the study using the methods of content analysis are reflected in 2 tables. The first table defines the location, importance, length and weight of hashtags, in the second table hashtags are divided into categories, thus the frequency of their use in the LinkedIn social network was determined. In addition, it was found that there are two possible influences of hashtags of PR texts in social networks. It was revealed that it is not always effective to place #publicrelations and #pr under a post, since the author should not openly write that this is a PR article, as a result, the author replaced the hashtags “public relation” or “PR” with the hashtags “marketing” or "business". In addition, when searching for articles using the hashtags #publicrelations and # pr, the LinkedIn social network displays articles and posts of other content, not just PR. This circumstance created difficulties in collecting research material and ensuring the reliability of the study as a whole. This research work acquires practical value due to its research method and inter-disciplinarity, the results of this research work will serve as a guide for both language specialists and specialists in the field of public relations and journalism. The timing of the publication of selected digital articles also increases the novelty and relevance of this research work.