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.
Human Resources Management | Organizational Behavior and Theory
Organisational Behaviour and Human Resources
Journal of Marketing Communications
Taylor & Francis (Routledge): SSH Titles
PANG, Augustine; SHIN, Wonsun; LEW, Zijian; and WALTHER, Joseph B..
Building relationships through dialogic communication: organizations, stakeholders, and computer-mediated communication. (2018). Journal of Marketing Communications. 24, (1), 68-82. Research Collection Lee Kong Chian School Of Business.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/5945
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