Title: Dialogic communication in 140 characters or less: How Fortune 500 companies engage stakeholders using Twitter
Abstract: 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%).
Publication Year: 2010
Publication Date: 2010-11-01
Language: en
Type: article
Indexed In: ['crossref']
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Cited By Count: 511
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