Building Relationships Through Integrated Online Media: Global Organizations’ Use of Brand Web Sites, Facebook, and Twitter

Wonsun Shin Nanyang Technological University ; Augustine Pang Nanyang Technological University ; Hyo Jung Kim Nanyang Technological University

Abstract

Many studies have examined organizations’ use of specific types of online media, but few studies have examined how organizations generate dialogues and develop relationships by using multiple online communication platforms. This study takes an integrated approach by examining how top global organizations incorporate brand Web sites, Facebook, and Twitter to cultivate relationships with stakeholders. Its findings suggest that those particular online media are used similarly, that is, more for information dissemination than user engagement and more for one-way than two-way communication. The findings also suggest that the types of products promoted can affect the way that organizations use different online media to develop relationships.

Journal
Journal of Business and Technical Communication
Published
2015-04-01
DOI
10.1177/1050651914560569
CompPile
Open Access
OA PDF Green
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Cited by in this index (6)

  1. Journal of Business and Technical Communication
  2. IEEE Transactions on Professional Communication
  3. Journal of Business and Technical Communication
  4. Communication Design Quarterly
  5. Journal of Business and Technical Communication
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  1. Communication Design Quarterly

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