Exploring dialogic strategies in social media for fostering citizens’ interactions with Latin American local governments
| Autor: | Manuela García-Tabuyo, María del Mar Gálvez-Rodríguez, Alejandro Sáez-Martín, Carmen Caba-Pérez |
|---|---|
| Rok vydání: | 2018 |
| Předmět: |
Marketing
Organizational Behavior and Human Resource Management Dialogic Latin Americans business.industry Communication 05 social sciences Stakeholder engagement Developing country 050801 communication & media studies Context (language use) Public relations 0506 political science 0508 media and communications Order (exchange) Political science 050602 political science & public administration Social media Empirical evidence business |
| Zdroj: | Public Relations Review. 44:265-276 |
| ISSN: | 0363-8111 |
| Popis: | Although the benefits of social media for enhancing citizens’ interactions with their local governments are well known in a more global context, few studies have focused on Latin America, or on the MERCOSUR countries in particular. This paper examines the use of dialogic strategies in the social media activities of local governments in MERCOSUR countries in order to generate citizens’ online engagement. Analysis of this question enhances our understanding of the use of social media by local governments in less developed countries and highlights the need for empirical evidence on the use of dialogic communication theory regarding stakeholder engagement with social media. The findings obtained reflect the positive influence of dialogic strategies on citizens’ online engagement, particularly those based on dialogic loop , useful information and generation of return visits, aimed at fostering participation via social media. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
|
Full Text from ScienceDirect