Dialogic strategies and outcomes: An analysis of environmental advocacy groups' Facebook profiles

Denise Sevick Bortree, Trent Seltzer

Research output: Contribution to journalArticlepeer-review

303 Scopus citations

Abstract

Previous studies of advocacy groups' Web sites suggest that the use of dialogic strategies could lead to greater dialogic communication. This study examined whether dialogic strategies utilized by environmental advocacy groups via their social networking profiles lead to greater dialogic engagement between organizations and visitors. This study offers the first examination of the relationship between the creation of an online space for dialogue and actual dialogic engagement by identifying and measuring six dialogic outcomes.

Original languageEnglish
Pages (from-to)317-319
Number of pages3
JournalPublic Relations Review
Volume35
Issue number3
DOIs
StatePublished - Sep 2009

Keywords

  • Dialogic communication
  • Environmental advocacy
  • Online relationship building
  • Social networking sites

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