The dialogic potential of weblogs in relationship building

✍ Scribed by Trent Seltzer; Michael A. Mitrook

• Book ID: 113870679
• Publisher: Elsevier Science
• Year: 2007
• Tongue: English
• Weight: 80 KB
• Volume: 33
• Category: Article
• ISSN: 0363-8111
• DOI: 10.1016/j.pubrev.2007.02.011

✦ Synopsis

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.