Publication Type

Journal Article

Version

acceptedVersion

Publication Date

1-2018

Abstract

Online media are integral to daily life, and while many organizations use them to reach broad audiences, others still appear to be uncomfortable with online media because they do not understand how to maximize their potential to interact effectively with stakeholders. Numerous organizations use online media for one-way communication to disseminate information, despite the affordances of the media platforms for two-way, dialogic communication. This article draws on two dominant interpersonal theories of computer-mediated communication—social information processing theory and the hyperpersonal model—to propose dialogic strategies that organizations can use to improve their online communication with their stakeholders. We illustrate the application of these principles through three stages of relationship building: initiating/experimenting, intensifying, and integrating/bonding. The article integrates the applications within an overall dialogic communication strategy, and provides organizations and practitioners with a model with which they can engage stakeholders with dialogic methods via social media.

Keywords

Dialogic communication, computer-mediated communication, organizational image, social media, organization-public relationship

Discipline

Business and Corporate Communications | Organizational Behavior and Theory

Research Areas

Corporate Communication

Publication

Journal of Marketing Communications

Volume

24

Issue

1

First Page

68

Last Page

82

ISSN

1352-7266

Identifier

10.1080/13527266.2016.1269019

Publisher

Taylor & Francis (Routledge): SSH Titles

Copyright Owner and License

Authors

Additional URL

https://doi.org/10.1080/13527266.2016.1269019

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