A systematic analysis of research applying ‘principles of dialogic communication’ to organizational websites, blogs, and social media: Implications for theory and practice

John G. Wirtz, Thais M. Zimbres

Research output: Contribution to journalReview articlepeer-review

Abstract

The purpose of this study was to analyze peer-reviewed research that applied principles of dialogic communication to organizational websites, blogs, and social media. We identified 79 relevant studies and found that 83% reported the results of a content analysis. Only 25% of studies presented a theoretical implication; 75% discussed practical implications. Future research must distinguish between analyzing structural features of web-based organizational communication and studying dialogue. Differences in power and access to resources between organizations and publics should be incorporated into studies seeking to advance a dialogic theory of public relations.

Original languageEnglish (US)
Pages (from-to)5-34
Number of pages30
JournalJournal of Public Relations Research
Volume30
Issue number1-2
DOIs
StatePublished - Mar 4 2018

Keywords

  • Dialogic theory
  • principles of dialogic communication
  • relationship management
  • research synthesis
  • web-based organizational communication

ASJC Scopus subject areas

  • Sociology and Political Science
  • Public Administration

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