Dialogic strategies and outcomes: An analysis of environmental advocacy groups’ Facebook profiles

Dialogic strategies and outcomes: An analysis of environmental advocacy groups’ Facebook profiles

Previous studies of advocacy groups’ Web sites suggest that the use of dialogic strategies could lead to greater dialogic communication. This study examined whether dialogic strategies utilized by environmental advocacy groups via their social networking profiles lead to greater dialogic engagement...

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Veröffentlicht in:Public relations review 2009-09, Vol.35 (3), p.317-319
Hauptverfasser: Bortree, Denise Sevick, Seltzer, Trent
Format: Artikel
Sprache:eng
Schlagworte:
Advocacy
Correlation analysis
Dialogic communication
Environmental advocacy
Environmental protection
Online relationship building
Public relations
Social networking sites
Social networks
Studies
Websites
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Zusammenfassung:Previous studies of advocacy groups’ Web sites suggest that the use of dialogic strategies could lead to greater dialogic communication. This study examined whether dialogic strategies utilized by environmental advocacy groups via their social networking profiles lead to greater dialogic engagement between organizations and visitors. This study offers the first examination of the relationship between the creation of an online space for dialogue and actual dialogic engagement by identifying and measuring six dialogic outcomes.
ISSN:0363-8111
1873-4537
DOI:10.1016/j.pubrev.2009.05.002