Abstract and keywords
Abstract (English):
Dialogic principles may affect corporate communication in social nets. The dialogic theory of public relations proposed by M. L. Kent and M. Taylor in 1998 is beyond the scope of linguistic studies. To expand the theory of online communication and help PR-specialists to choose proper online communication strategies, the authors applied the main dialogic principles of early communication studies to corporate digital communication. The mixed factorial experiment (2 × 2 × 2; n = 390) varied the presence / absence of links to corporate information, response options, and latest updates. Of these three characteristics, only the presence / absence of company responses had a statistically significant effect on users’ assessment of corporate online communication. These results may be used by PR-specialists as general recommendations in their online communication with clients.

Keywords:
dialogic principles, public relations, corporate online communication, factor analysis
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