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

Denise Sevick Bortree; Trent Seltzer

doi:10.1016/j.pubrev.2009.05.002

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

Denise Sevick Bortree, Trent Seltzer

Advertising and Public Relations

Research output: Contribution to journal › Article › peer-review

433 Scopus citations

Abstract

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.

Original language	English (US)
Pages (from-to)	317-319
Number of pages	3
Journal	Public Relations Review
Volume	35
Issue number	3
DOIs	https://doi.org/10.1016/j.pubrev.2009.05.002
State	Published - Sep 2009

All Science Journal Classification (ASJC) codes

Communication
Organizational Behavior and Human Resource Management
Marketing

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10.1016/j.pubrev.2009.05.002

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abstract = "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.",

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

Abstract

All Science Journal Classification (ASJC) codes

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