The digital environment alters the way organizations use propaganda and facilitates its spread. This development calls for an outline of the features of propaganda by organizations on the Internet and to reconsider where public relations (PR) stops and propaganda begins. By means of a systematic review of primary research on organizational propaganda online, we propose a definition and describe the ‘five Ws’ of digital organizational propaganda: who employs propaganda, to whom, on which channels, which media are used (where), the objectives of the propaganda strategy (why), and in which contexts it occurs (when). Contrary to the offline setting, organizations engaging in propaganda online do not hide their identity and primarily address (potential) followers with the goal to change attitudes. Based on our findings, we propose a classification of digital organizational propaganda along three dimensions: ethical versus unethical, mutual understanding versus persuasion, and direct versus indirect communication. Digital organizational propaganda is defined as the direct persuasive communicative acts by organizations with an unethical (i.e. untruthful, inauthentic, disrespectful, or unequal) intent through digital channels. Thus, this study addresses the imbalance between the growing primary research on digital propaganda, the missing definition, and the lacking systematic empirical overview of propaganda’s digital characteristics.

中文翻译：

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互联网上的组织宣传：系统回顾

数字环境改变了组织使用宣传的方式并促进了宣传的传播。这一发展要求概述组织在Internet上进行宣传的特征，并重新考虑公共关系（PR）停止和宣传开始的地方。通过对在线组织宣传的主要研究的系统回顾，我们提出了一个定义并描述了数字组织宣传的“五个方面”：谁进行宣传，向谁宣传，在哪些渠道使​​用哪种媒体，在何处使用，宣传策略的目标（为什么）以及在什么情况下发生（何时）。与脱机设置相反，在线进行宣传的组织不会隐藏其身份，而是主要针对（潜在的）关注者以改变态度。根据我们的发现，我们建议从三个维度对数字组织宣传进行分类：道德与不道德，相互理解与说服以及直接与间接沟通。数字组织宣传被定义为通过数字渠道具有不道德（即不真实，不真实，不尊重或不平等）意图的组织的直接说服性交往行为。因此，本研究解决了关于数字宣传的基础研究不断增长，定义缺失以及缺乏对宣传数字特征的系统性经验总结之间的失衡问题。数字组织宣传被定义为通过数字渠道具有不道德（即不真实，不真实，不尊重或不平等）意图的组织的直接说服性交往行为。因此，本研究解决了关于数字宣传的基础研究不断增长，定义缺失以及缺乏对宣传数字特征的系统性经验概述之间的不平衡问题。数字组织宣传被定义为通过数字渠道具有不道德（即不真实，不真实，不尊重或不平等）意图的组织的直接说服性交往行为。因此，本研究解决了关于数字宣传的基础研究不断增长，定义缺失以及缺乏对宣传数字特征的系统性经验概述之间的不平衡问题。