Sociology

Business

Psychology

Economics

Microeconomics

Political science

Business administration

Profit (economics)

Pedagogy

Publics

Dialogic

Non profit

Public relations

Social media

Politics

Computers in Human Behavior

This study examined how both nonprofit and for-profit organizations use Twitter, a social media platform, to establish a dialogic relationship with their publics. Specifically, the study performed a content analysis of 6678 tweets, identifying the dialogic principles in organizations' Twitter pages and examining public engagement with these organizations. The study found that organizations, both nonprofit and for-profit, most closely followed the usefulness of information principle. Nonprofit organizations focused more on the principles of usefulness of information and the conservation of visitors, while for-profit organizations emphasized the dialogic loop principle. Organizations’ dialogic communication significantly influenced their public engagement, a conclusion that helps expand dialogic theory. The theoretical and practical implications of the study were also discussed.

Dialogic communication on social media: How organizations use Twitter to build dialogic relationships with their publics