Relationship building and the use of Web sites: How Fortune 500 corporations use their Web sites to build relationships

被引：87

作者：

Park, Hyojung ^{[1
]}

Reber, Bryan H. ^{[1
]}

机构：

[1] Univ Georgia, Grady Coll Journalism & Mass Commun, Athens, GA 30602 USA

来源：

PUBLIC RELATIONS REVIEW | 2008年 / 34卷 / 04期

关键词：

Dialogic Web sites; Relationship management; Corporate public relations;

D O I：

10.1016/j.pubrev.2008.06.006

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study examines the dialogic features of corporate Web sites in order to determine the Web site practices of the corporations for building relationships with their publics. Content analysis of 100 Fortune 500 companies' Web sites revealed that the corporations designed their Web sites to serve important publics and foster dialogic communication. The corporate Web sites appear to promote control mutuality, trust, satisfaction, openness, and intimacy. However, the corporations need to maintain repetitive interactions with their publics to enhance trust, commitment, and exchange relationship. (C) 2008 Elsevier Inc. All rights reserved.

引用

页码：409 / 411

页数：3

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