MONOLOGUES IN THE CONVERSATIONAL ERA: ASSESSING THE LEVEL OF DIALOGIC COMMUNICATION THAT BIG FIRMS ARE REACHING ON SOCIAL MEDIA

被引：14

作者：

Aced-Toledano, Cristina ^{[1
,2
]}

Lalueza, Ferran ^{[1
,3
]}

机构：

[1] UOC, Dept Informat & Commun Sci, Barcelona, Spain

[2] Univ Pompeu Fabra, Protocol & Publ Relat, Barcelona, Spain

[3] Univ Pompeu Fabra, Av Tibidabo 39-43, Barcelona 08035, Spain

来源：

PROFESIONAL DE LA INFORMACION | 2018年 / 27卷 / 06期

关键词：

Social media; Social networks; Web; 2.0; Dialogic communication; Dialogue; Conversation; Public relations; Best practices; Big companies; PUBLIC-RELATIONS; WEB SITES; FACEBOOK; PRINCIPLES; INTERNET; RESPONSIBILITY; TWITTER; MUSEUMS;

D O I：

10.3145/epi.2018.nov.10

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

Ibex 35 and Fortune 500 companies are still not fully utilizing the dialogic potential of social media. The percentage of companies with a low level of dialogic communication exceeds the percentage of companies with a high level in both groups, according to this study which assesses the level of dialogic communication developed by firms with their external audiences on blogs, Facebook and Twitter in an integrated way. Based on Kent & Taylor's (1998) framework, a dialogic conceptual tool has been created, refined and applied to all the sample. The tool analyzes 73 variables on three dimensions: Presence, Content and Interactivity. Inter-method triangulation has been applied to carry out the research: virtual ethnography, critical discourse analysis (CDA) and interviews with experts.

引用

页码：1270 / 1280

页数：11

共 50 条

[1]

Aced Cristina, 2012, INT C SOC E XPER BAR

[2]

Aced Cristina, 2016, REV INT RELACIONES P, V6, P135, DOI [10.5783/RIRP-11-2016-08-135-154, DOI 10.5783/RIRP-11-2016-08-135-154]

[3] Dialogue and transparency: A content analysis of how the 2012 presidential candidates used twitter [J].

Adams, Amelia ;

McCorkindale, Tina .

PUBLIC RELATIONS REVIEW, 2013, 39 (04) :357-359

[4]

[Anonymous], 2017, PRES EMPR IB 35 ENT

[5]

[Anonymous], 2010, PUBLIC RELAT J

[6]

[Anonymous], ANN M ASS ED JOURN M

[7]

[Anonymous], 2015, PUBLIC RELATIONS J

[8]

Barnes Nora-Ganim, 2013, 2013 FORTUNE 500 ARE, P1

[9] Dialogic strategies and outcomes: An analysis of environmental advocacy groups' Facebook profiles [J].

Bortree, Denise Sevick ;

Seltzer, Trent .

PUBLIC RELATIONS REVIEW, 2009, 35 (03) :317-319

[10] Corporate citizenship and public relations: The importance and interactivity of social responsibility issues on corporate websites [J].

Capriotti, Paul ;

Moreno, Angeles .

PUBLIC RELATIONS REVIEW, 2007, 33 (01) :84-91

← 1 2 3 4 5 →