کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
139248 | 162488 | 2010 | 6 صفحه PDF | دانلود رایگان |
![عکس صفحه اول مقاله: Dialogic communication in 140 characters or less: How Fortune 500 companies engage stakeholders using Twitter Dialogic communication in 140 characters or less: How Fortune 500 companies engage stakeholders using Twitter](/preview/png/139248.png)
The current study extends the investigation of online relationship building by examining how Fortune 500 companies use the popular social network site Twitter to facilitate dialogic communication with stakeholders. A content analysis of a random sample of the Twitter profiles maintained by Fortune 500 companies (n = 93) and individual tweets posted on those profiles (n = 930) examined the use of dialogic features within the Twitter profiles as well as the individual tweets. Results indicated that organizations that have a dialogic orientation to Twitter use (61%) employed the principle of conservation of visitors to a greater degree and generation of return visits to a lesser degree than organizations with a non-dialogic orientation to Twitter (39%).
Journal: Public Relations Review - Volume 36, Issue 4, November 2010, Pages 336–341