TY - JOUR
T1 - The dialogic potential of weblogs in relationship building
AU - Seltzer, Trent
AU - Mitrook, Michael A.
PY - 2007/6
Y1 - 2007/6
N2 - A gap exists between the relationship-building potential of traditional Web sites, the objectives of public relations practitioners, and the actual design of organizational Web sites. This study extends the investigation of online relationship building through a content analysis of 50 environmental weblogs. A comparison of weblogs to traditional Web sites suggests that weblogs incorporate dialogic communication principles to a greater degree than traditional Web sites, potentially making them better suited for online relationship building.
AB - A gap exists between the relationship-building potential of traditional Web sites, the objectives of public relations practitioners, and the actual design of organizational Web sites. This study extends the investigation of online relationship building through a content analysis of 50 environmental weblogs. A comparison of weblogs to traditional Web sites suggests that weblogs incorporate dialogic communication principles to a greater degree than traditional Web sites, potentially making them better suited for online relationship building.
KW - Dialogic communication
KW - Relationship building
KW - Weblog
UR - http://www.scopus.com/inward/record.url?scp=34247479142&partnerID=8YFLogxK
U2 - 10.1016/j.pubrev.2007.02.011
DO - 10.1016/j.pubrev.2007.02.011
M3 - Article
AN - SCOPUS:34247479142
VL - 33
SP - 227
EP - 229
JO - Public Relations Review
JF - Public Relations Review
SN - 0363-8111
IS - 2
ER -