Building relationships through dialogic communication: organizations, stakeholders, and computer-mediated communication

Augustine Pang; Wonsun Shin; Zijian Lew; Joseph B. Walther

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Building relationships through dialogic communication: organizations, stakeholders, and computer-mediated communication

机译：通过对话交流建立关系：组织，利益相关者和计算机介导的交流

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Online media are integral to daily life, and while many organizations use them to reach broad audiences, others still appear to be uncomfortable with online media because they do not understand how to maximize their potential to interact effectively with stakeholders. Numerous organizations use online media for one-way communication to disseminate information, despite the affordances of the media platforms for two-way, dialogic communication. This article draws on two dominant interpersonal theories of computer-mediated communication—social information processing theory and the hyperpersonal model—to propose dialogic strategies that organizations can use to improve their online communication with their stakeholders. We illustrate the application of these principles through three stages of relationship building: initiating/ experimenting, intensifying, and integrating/bonding. The article integrates the applications within an overall dialogic communication strategy, and provides organizations and practitioners with a model with which they can engage stakeholders with dialogic methods via social media.

机译：在线媒体是日常生活不可或缺的组成部分，尽管许多组织使用它们来吸引广泛的受众，但其他组织仍然对在线媒体感到不满意，因为他们不了解如何最大程度地发挥潜力与利益相关者进行有效互动。尽管有媒体平台可以进行双向对话交流，但许多组织还是使用在线媒体进行单向传播信息。本文利用两种主要的计算机介导的人际关系理论（社会信息处理理论和超人模型），提出了组织可以用来改善与利益相关者的在线交流的对话策略。我们通过建立关系的三个阶段来说明这些原理的应用：启动/试验，强化和集成/绑定。本文将应用程序集成在整个对话交流策略中，并为组织和从业人员提供了一个模型，使他们可以通过社交媒体使利益相关者采用对话方法。

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来源
《Journal of marketing communications》 |2018年第1期|68-82|共15页
作者
Augustine Pang; Wonsun Shin; Zijian Lew; Joseph B. Walther;
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作者单位

Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore;

School of Culture and Communication, The University of Melbourne, Victoria, Australia;

Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore;

Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore;

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原文格式 PDF
正文语种 eng
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关键词
Dialogic communication; computer-mediated communication; organizational image; social media; organization-public relationship;

机译：对话交流;计算机介导的沟通;组织形象;社交媒体;组织-公共关系;

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4. 23P. Dialogue Model for Media: Analyzing computer-mediated communication in organizations [C] . Marko Forsell International Conference on Information Resources ManagementcConf-IRM . 2010

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Building relationships through dialogic communication: organizations, stakeholders, and computer-mediated communication

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