Dialogic communication in 140 characters or less: How Fortune 500 companies engage stakeholders using Twitter

被引：282

作者：

Rybalko, Svetlana ^{[1
]}

Seltzer, Trent ^{[1
]}

机构：

[1] Texas Tech Univ, Dept Publ Relat, Coll Mass Commun, Lubbock, TX 79409 USA

来源：

PUBLIC RELATIONS REVIEW | 2010年 / 36卷 / 04期

关键词：

Twitter; Dialogic communication; Social media; Public relations;

D O I：

10.1016/j.pubrev.2010.08.004

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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%). (C) 2010 Elsevier Inc. All rights reserved.

引用

页码：336 / 341

页数：6