Alternative Title

Building relationships through integrated online media: Global organizations' use of brand web sites, Facebook, and Twitter

Publication Type

Journal Article

Version

acceptedVersion

Publication Date

1-2015

Abstract

Many studies have examined organizations’ use of specific types of online media, but few studies have examined how organizations generate dialogues and develop relationships by using multiple online communication platforms. This study takes an integrated approach by examining how top global organizations incorporate brand Web sites, Facebook, and Twitter to cultivate relationships with stakeholders. Its findings suggest that those particular online media are used similarly, that is, more for information dissemination than user engagement and more for one-way than two-way communication. The findings also suggest that the types of products promoted can affect the way that organizations use different online media to develop relationships.

Keywords

online communication, Web site, social media, dialogic communication, relationship building, organization–public relationship, corporate communication

Discipline

Business and Corporate Communications | Marketing | Organizational Behavior and Theory

Research Areas

Corporate Communication

Publication

Journal of Business and Technical Communication

Volume

29

Issue

2

First Page

184

Last Page

220

ISSN

1050-6519

Identifier

10.1177/1050651914560569

Publisher

SAGE Publications (UK and US)

Copyright Owner and License

Authors

Additional URL

https://doi.org/10.1177/1050651914560569

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