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

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journal

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Original languageEnglish
Article number106183
Journal / PublicationComputers in Human Behavior
Online published31 Oct 2019
Publication statusPublished - Mar 2020


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.

Research Area(s)

  • Dialogic communication, For-profit organization, Nonprofit organization, Public engagement, Social media