This study examines the corporate dialogic uses of four types of social networking sites (SNSs) (Facebook, Twitter, YouTube, and LinkedIn) with the public and their differences by industry type. The results suggest that corporations have integrated SNS uses, and use SNSs in different ways according to the characteristics and purposes provided by each SNS. In most cases, retailers and communications and transportation companies actively use SNSs and frequently interact with the public. In addition, Facebook was the leading tool for the dialogic feedback loop, as the dialogic interaction index of Facebook was much higher than that of Twitter.
Quality & Quantity – Springer Journals
Published: Jul 28, 2013
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