Developing a multi-level organization-public dialogic communication framework to assess social media-mediated disaster communication and engagement outcomes

Wenlin Liu, Weiai (Wayne) Xu, Jiun Yi (Jenny) Tsai

Research output: Contribution to journalArticlepeer-review

18 Scopus citations

Abstract

Dialogic communication has long been viewed as vital for effective organization-public relations. Yet, it is under-theorized whether and how organizations’ disaster communication messages may embody dialogic communication principles, and how various dialogic features are associated with different public engagement outcomes on social media. Extending the Organization-Public Dialogic Communication (OPDC) framework to the context of social media-mediated disaster communication, we propose a multi-level framework to assess the dialogic capacity of Facebook messages sent by disaster management organizations during a natural disaster. Three levels of dialogic communication characteristics (i.e., message structure-level, topic-level, and linguistic level) are examined using content analysis and Linguistic Inquiry and Word Count (LIWC). Results identified media richness, correcting, and confirming topics as three consistent predictors of public engagement of all types. Meanwhile, there exhibit greater variations regarding how other topical features and linguistic characteristics are related to public's cognitive, emotional, and behavioral engagement during a disaster.

Original languageEnglish (US)
Article number101949
JournalPublic Relations Review
Volume46
Issue number4
DOIs
StatePublished - Nov 2020

Keywords

  • Linguistic inquiry and word count
  • Organization-public dialogic communication
  • Public engagement outcomes
  • Social media-mediated disaster communication

ASJC Scopus subject areas

  • Communication
  • Organizational Behavior and Human Resource Management
  • Marketing

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