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Initiating dialogue on social media: An investigation of athletes’ use of dialogic principles and structural features of Twitter
Institution:1. Technological Education Institute of Western Macedonia, Department of Digital Media and Communication, P.O. Box 30, Fourka Area, Kastoria 52100, Greece;2. Technological Education Institute of Piraeus, Department of Business Administration, Petrou Ralli & Thivon 250, Aigaleo, Athens 12244, Greece;1. Department of Communication, The University of Texas-Pan American, 1201W University Drive, Edinburg, TX 78539, United States;2. Department of Communication, Pfeiffer University, 48380 U.S. 52, Misenheimer, NC 28109, United States;1. Department of Health, Exercise, and Sports Sciences, Johnson Center B16D, University of New Mexico, Albuquerque, NM 87131, United States;2. Indiana University-Purdue University Columbus, United States;3. Clemson University, United States;4. University of Louisville, United States
Abstract:In this study, the authors examine the Twitter activity of professional athletes to determine how dialogue is initiated with followers using dialogic principles and the structural features of Twitter. Findings of a content analysis suggest that two-way dialogue is under-utilized but the structural features of Twitter (hashtags and multimedia) are used to keep users coming back to their Twitter feed.
Keywords:Dialogic principles  Twitter  Social media  Relationship building
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