Papers in Refereed Journals

Avidar, R., & Roth-Cohen, O. (2023). Social media theory in public relations: A curation of a neglected topic in public relations research. Public Relations Review, 49(5), 102386

Sassoni Bar-Lev, O., & Avidar, R. (2023). ‘God forbid we’d be infected’: framing and counter-framing of the ‘Corona Cruise Ship’ in Israeli mediaThe Journal of International Communication. (available online April 23, 2023).

Avidar, R., & Magen, C. (2023). Negative spaces as a strategic decision: The case of the Israeli Security Agency. Public Relations Review, 49(2), 102315.

Roth-Cohen, O., & Avidar, R. (2022). A decade of social media in public relations research: A systematic review of published articles in 2010–2020, Public Relations Review 48(1).

Avidar, R. (2021). The challenge of building a favorable reputation for social businesses. Social Business 11(1-2), 80-99(20).

Ariel, Y., Elishar-Malka, V., Weimann-Saks, D., Avidar, R. (2021). “If you follow me, I might (mis)lead you”: Following prime ministerial candidates on social networks as a predictor of the public agenda during an election campaignThe Agenda Setting Journal: Theory, Practice, Critique. pp. 1-26

Magen, C., & Avidar, R. (2019). Introducing the Strata approach to dialogue analysis (SADA): The case of political NGOs in Israel. Journal of Public Relations Research 31(3-4), 97-117.

Ariel, Y., Malka, V., Avidar, R., & Levy, E.C. (2017). Smartphone’s usage among young Israeli adults: A combined quantitative and qualitative approach. Israel Affairs 23(5), 970-986.

Ariel, Y., Elishar-Malka, V., Weimann-S, D., & Avidar, R. (2017). Online agenda-setting research: Challenges and dilemmas. The Agenda Setting Journal 1(2), 117-136.

Avidar, R. (2017).  Public relations and social businesses: The importance of enhancing engagement. Public Relations Review, 43(5), 955-962.

Toledano, M., & Avidar, R. (2016). Public relations, ethics, and social media: A cross-national study of PR practitioners. Public Relations Review 42(1), 161-169.

Weimann-S, D., Ariel, Y., Malka, V., & Avidar, R. (2016). Trends in public and media agenda setting during the 2015 Israeli elections. Israel Affairs 22(3-4), 727-742.

Malka, V., Ariel, Y.,& Avidar, R. (2015). Fighting, worrying and sharing: Operation ‘Protective Edge’ as the first WhatsApp warMedia, War, and Conflict 8(3), 329-344.

Malka, V., Ariel, Y., Avidar, R., and Levy, E. C. (2015). Operation “Protective Edge”- The first Whatsapp war? Kesher , 47, 88-96.

Avidar, R., Ariel, Y., Malka, V., & Levy, E.C. (2015). Smartphones, publics, and OPRs: do publics want to engage? Public Relations Review 41, 214-221.

Ariel, Y., &  Avidar, R. (2015). Information, interactivity, and social media, Atlantic Journal of Communication 23(1), 19-30.

Avidar, R., Ariel, Y., Malka, V., and Levy, E. C. (2013). Smartphones and young publics: A new challenge for public relations practice and relationship building. Public Relations Review 39(5), 603-605.

Avidar, R. (2013). The responsiveness pyramid: Embedding responsiveness and interactivity into public relations theory. Public Relations Review  39(5), 440-450.

Avidar, R. (2012). How a politician can successfully implement public relations principals online: An Israeli case study. Israeli Journal of Humor Research 1(2), 81-96.

Avidar, R., (2011). Israeli public relations and the Internet. Israel Affairs. 17(3), 401-421.

Avidar, R., & Rafaeli, S., (2009). Computer mediated charity: Israeli nonprofit use of Web 1.0 and Web 2.0 online dialogic elements. The Journal of Global Management Research 5(2), 61-70.

Avidar, R., (2009). Social media, societal culture, and Israeli public relations practice. Public Relations Review, 35(4), 437-439.

Chapters in Books

Sassoni-Bar Lev, O., & Avidar, R. (2023). “And parents shall come again to their own border”: Belonging and solidarity in the face of exclusion and anxiety in the media coverage of the Corona Ship. In H. Hazaz-Berger, G. Yair, & T. Gamliel (Eds.). Urgent Ethnography: Aspects and Challenges in the Corona Plague. University of Bar-Ilan [Hebrew].

Dhanesh, G.S., & Avidar, R. (2023). Culture and Dialog Theory in Public Relations: The Middle Eastern Context. In E. Sommerfeldt and C. Botan (Eds.). Public Relations Theory III. Routledge.

Elishar-Malka, V., Ariel, Y. and Avidar, R. (2019). A story of love and hate: Smartphones in students’ lives. In J. Schulz, L. Robinson, A. Khilnani, J. Baldwin, H. Pait, A. Williams, J. Davis, and G. Ignatow Eds.) Mediated Millennials (Studies in Media and Communications, Vol. 19) (pp.33-50). Emerald Publishing Limited.

Avidar, R. (2018). 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.

Avidar, R.  (2017). Responsiveness and interactivity: Relational maintenance strategies in an online environment. New media and public relations (Third Edition). In S. Duhe (Ed.). NY: Peter Lang.

Malka, V., Ariel, Y., Avidar, R. & Cohen, A.A. (2017). Reconceptualizing uses and gratifications vis-à-vis smartphone applications: The case of WhatsApp.  In P. Vorderer., D. Hefner., L. Reinecke., & C. Klimmt (Eds.). Permanently Online, Permanently Connected (pp. 43-50) New-York: Routledge.

Weimann-Saks, D., Ariel, Y., Malka, V., & Avidar, R. (2017). Trends in public and media agenda-setting during the 2015 Israeli elections, in E. Orkibi, and M. Gerstenfeld (Eds.). Israel at the Polls 2015 A Moment of Transformative Stability. London: Routledge. ISBN 9781138637030.

Avidar, R., Ariel, Y., & Malka, V.(2017). Wartime changes in news consumption patterns among Israeli WhatsApp users: Operation Protective Edge as a case Study. In D. Caspi, and D. Rubinstein (Eds.). Reporting the Middle East: Challenges and Chances (pp. 79-98). New Jersey: Scientific Publishing.

Avidar  R., (2012). Israeli public relations and the Internet. In A. Lev-On (Ed.) New media, politics and society, London, Routledge.

Other Publications

Avidar, R. (2023). Public relations and branding of the high-tech industry in Israel. A book review of Communication and hi-tech: About journalism, public relations and media culture by Masiah, Y. [Hebrew]. Kesher 60. Link here 

Toledano, M., & Avidar, R. (2017). Public relations, ethics and social media: A cros- national study of PR professionals. Institute For Public Relations (IPR) Link here.

Toledano, M., & Avidar, R. (2016). Ethics and public relations in social media: The case of Israel and New Zeland. The Israeli Public Relations Association (ISPRA) [Hebrew] Link here.

Avidar R., Ariel, Y., Malka, V., & Levy E.C. (2015). Smartphones, publics and OPR: Do publics want to engage? Institute For Public Relations (IPR) Link here.

Sela, I., & Avidar, R. (2014). Social media and their usage among Israeli universities and colleges. The Israeli Public Relations Association (ISPRA) Link here

Malka, V., Ariel, Y., Avidar, R., & Levy, E. C. (2014). Do you have a Joke? WhatApp usage in a national crisis situation [Hebrew] Link here.

Avidar, R. (2009). Social media and its usage among Israeli practitioners. The Israeli Public Relations Association (ISPRA) Web site [Hebrew] Link here.


An advisor and a reviewer of chapters 13-14-15 in the book: Limor, Y., Mendelzis, L., & Leshem, B.(2013). Public relations: strategies and tactics. The Open University, Israel.