دانلود رایگان مقاله آزمایش با گفتگو در توییتر: بررسی تاثیر اصول گفتمان در تعامل و نگرش

abstract

Much of the public relations research on online relationship building has examined social media contentfor theuse ofthedialogicprinciples outlinedbyKent andTaylor (1998). These studies, using content analysis as the primary methodology, have found that the dialogic capabilities of social media are under-utilized. However, there is limited research on the effectiveness of these methods. Therefore, the goal of this study is to examine the influence of social media content utilizing these principles on engagement, interactivity, and attitude. Results of this study indicate that usefulness of information can have a significant influence on engagement and attitude.

5. Discussion

The dialogic principles have been studied extensively as a framework for relationship building between an organization and its publics. The ability of social media to facilitate two-way communication is what sets it apart from more traditional public relations tactics, but most of the research in this area has revealed that these capabilities are underutilized by organizations (Levenshus, 2010). Therefore, the current study attempts to examine the effectiveness of these strategies when used by professional athletes on Twitter. Specifically, this study examined how the dialogic principles influence the likelihood of engaging with the athlete, exhibiting parasocial interaction with the athlete, and influencing their overall attitude toward the athlete.