The dialogic potential of weblogs in relationship building

Trent Seltzer; Michael A. Mitrook

doi:10.1016/j.pubrev.2007.02.011

The dialogic potential of weblogs in relationship building

Trent Seltzer, Michael A. Mitrook

Public Relations

Research output: Contribution to journal › Article › peer-review

146 Scopus citations

Abstract

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.

Original language	English
Pages (from-to)	227-229
Number of pages	3
Journal	Public Relations Review
Volume	33
Issue number	2
DOIs	https://doi.org/10.1016/j.pubrev.2007.02.011
State	Published - Jun 2007

Keywords

Dialogic communication
Relationship building
Weblog

Access to Document

10.1016/j.pubrev.2007.02.011

Link to publication in Scopus

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