Public relations and social businesses: The importance of enhancing engagement

This study focuses on social businesses-that is, self-sustainable businesses that address social goals (Yunus, 2007). Based on a representative sample of 202 respondents, this study utilizes the Diffusion of Innovations theory (DOI) (Rogers, 1962) to argue for the importance of engagement to a successful process of diffusion and to demonstrate how DOI theory might enrich public relations theory and practice.