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Since the inception of the World Wide Web in the late 1980s, public relations firms and their clients have benefited from a valuable platform allowing for instant and global communication.

Since the inception of the World Wide Web in the late 1980s, public relations firms and their clients have benefited from a valuable platform allowing for instant and global communication. Essential social engagement tools such as trust, loyalty and information dissemination have been transferred from a physical, non-mediated environment to a virtual, technology mediated one. Therefore, it is now vital that public relations practitioners understand the emerging field of cyberpsychology and the important elements that nurture e-Trust, e-Loyalty and Positive Virality.

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