Journal
PUBLIC RELATIONS REVIEW
Volume 35, Issue 3, Pages 317-319Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.pubrev.2009.05.002
Keywords
Social networking sites; Dialogic communication; Online relationship building; Environmental advocacy
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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. (C) 2009 Elsevier Inc. All rights reserved.
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