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Dialogue, Twitter and new technology-based firms: The communication practice on a social medium
Stockholm University, Faculty of Humanities, Department of Media Studies.
2013 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Dialogical communication is considered to be the most ethical way of practicing public relations. Especially social medias’ potential for engaging in dialogue is mostly not exploited to its full potential. This study aims to shed light on new technology-based firms’ use of dialogical communication on Twitter. The focus hereby is on the formal side of dialogue and not on its content. Moreover possible explanations for the presence or absence of dialogue are taken into consideration. To be able to classify the results they are discussed in the context of the Fortune 500 companies’ use of Twitter. In order to do so a content analysis of both the Twitter profiles and tweets of 89 new technology-based firms was undertaken. The results showed that the Fortune 500 companies were communicating more dialogically than the new technology-based firms did. Bigger companies engaged in dialogue more often. The performance was furthermore improved by listening rather than posting. An implication is that a profound knowledge of communication is necessary in order to use the social medium successfully. A pure knowledge of technology was not found to be beneficial for this public relations practice.

Place, publisher, year, edition, pages
2013. , 64 p.
Keyword [en]
dialogue, public relations, PR, dialogic communication, new technology-based firms, NTBFs, tech start-ups, Twitter, social media, microblogging, content analysis
National Category
Media and Communications
URN: urn:nbn:se:su:diva-90998OAI: diva2:629600
Available from: 2013-08-14 Created: 2013-06-17 Last updated: 2013-08-14Bibliographically approved

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