Rules of engagement: Practice what you tweet |
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Authors: | Shelley Wigley Bobbi Kay Lewis |
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Institution: | 1. University of Texas at Arlington, Department of Communication, P.O. Box 19107, Arlington, TX 76019, United States;2. Oklahoma State University, School of Media & Strategic Communications, 206 Paul Miller Building, Stillwater, OK 74078, United States |
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Abstract: | This study explored tweets that mention highly engaged companies and compared them to tweets that mention less engaged competitors. Results showed that a highly engaged company received less negative mentions in tweets, but only if the company also practiced dialogical communication. Additionally, less engaged companies received more mentions in tweets and in one instance tweets that mentioned a less engaged company shared more links with others. |
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Keywords: | Dialogic public relations theory Public engagement Two-way symmetrical communication Twitter |
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