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- W2079059333 abstract "Many of the relationship cultivation strategies and the dialogic principles assume symmetrical communication is taking place. However, significant amounts of information are shared in a one-way manner. Although they have fallen out of favor with many academics, the four models of public relations can provide significant insights into how organizations communicate. Using the models as the guiding framework, this brief study examines how nonprofit organizations from the Philanthropy 200 communicate on Twitter. The findings reveal that the organizations are more likely to use one-way models despite the potential for dialogue and community building on the social networking site." @default.
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- W2079059333 date "2011-09-01" @default.
- W2079059333 modified "2023-10-12" @default.
- W2079059333 title "Tweet, tweet, tweet: A content analysis of nonprofit organizations’ Twitter updates" @default.
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- W2079059333 doi "https://doi.org/10.1016/j.pubrev.2011.03.002" @default.
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