aPenn State University, College of Communication, 106 Carnegie Building, University Park, PA 16802, United States;bTexas Tech University, College of Mass Communications, PO Box 43082, Lubbock, TX 79409, United States
Abstract:
Previous studies of advocacy groups’ Web sites suggest that the use of dialogic strategies could lead to greater dialogic communication. This study examined whether dialogic strategies utilized by environmental advocacy groups via their social networking profiles lead to greater dialogic engagement between organizations and visitors. This study offers the first examination of the relationship between the creation of an online space for dialogue and actual dialogic engagement by identifying and measuring six dialogic outcomes.