期刊
PUBLIC RELATIONS REVIEW
卷 33, 期 2, 页码 227-229出版社
ELSEVIER SCIENCE INC
DOI: 10.1016/j.pubrev.2007.02.011
关键词
weblog; dialogic communication; relationship building
A gap exists between the relationship-building potential of traditional Web sites, the objectives of public relations practitioners, and the actual design of organizational Web sites. This study extends the investigation of online relationship building through a content analysis of 50 environmental weblogs. A comparison of weblogs to traditional Web sites suggests that weblogs incorporate dialogic communication principles to a greater degree than traditional Web sites, potentially making them better suited for online relationship building. (C) 2007 Elsevier Inc. All rights reserved.
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