User Perceptions of Dialogic Public Relations Tactics via the Internet
Year: 2008
Type: article
Abstract: A usability study of New Jersey’s 19 community college Web sites was conducted to determine users’ perceptions of dialogic relationship-building communication principles in their design and everyday usage. The results of the study —which encompassed a two-stage usability test with a sample of 119 undergraduate students—indicate that the full sample of New Jersey’s community colleges are not capitalizing on the interactive potential offered by the Internet. Despite negative user experiences, the data suggests that users did not have strong feelings for or against the sites. Of Kent and Taylor’s five dialogic Internet principals, users only had negative reactions to the lack of Dialogic Feedback Loop features.
Author: Sheila M. McAllister-Spooner
Language: English
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W189696166