ABSTRACT

This study expands the conceptual framework of dialogic communication on social media by incorporating a social dimension via social presence. Through a content analysis, we explored how dialogic internet principles and social presence strategies were implemented in top social CEOs’ Facebook posts to generate public engagement outcomes. Results showed that top social CEOs used a variety of dialogic principles on Facebook. Yet, 1-way information strategies were still more commonly used. Critically, dialogic principles, such as providing information of interest to publics and creating dialogic loops and the affective and cohesive strategies for projecting social presence effectively enhanced public engagement outcomes of reactions, likes, shares, and comments. Theoretical contributions and strategic implications on digital dialogic communication and leadership communication in public relations are discussed.

摘要

这项研究通过通过社交存在整合社交维度，扩展了社交媒体上对话交流的概念框架。通过内容分析，我们探索了如何在高层社交CEO的Facebook帖子中实施对话性互联网原则和社交存在策略，以产生公众参与的结果。结果显示，社交高管首席执行官在Facebook上使用了多种对话原则。但是，单向信息策略仍然更常用。至关重要的是，对话原则（例如，向公众提供感兴趣的信息并创建对话循环）以及用于预测社会存在的情感和凝聚力策略有效地提高了公众对反应，喜欢，分享和评论的参与程度。