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- W2045684923 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%)." @default.
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- W2045684923 date "2010-11-01" @default.
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- W2045684923 title "Dialogic communication in 140 characters or less: How Fortune 500 companies engage stakeholders using Twitter" @default.
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- W2045684923 doi "https://doi.org/10.1016/j.pubrev.2010.08.004" @default.
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