Measuring Online Dialogic Conversations: A Scale Development

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal article

    Stefania Romenti, IULM University, Italy
  • Chiara Valentini
  • Grazia Murtarelli, IULM University, Milan, Italy, ItalyKatia Meggiorin, IE Business School, Madrid, Spain
Purpose: The scope of this paper is to develop and test a measurement scale for assessing the quality of dialogic conversations among companies and digital publics in social media. It is argued that dialogic conversations are the drivers of dialogic engagement and the result of dialogic interactivity. Dialogic conversations are defined as sequences of communicative actions and counteractions taken by social actors for different purposes based on specific linguistic choices and characterised by diverse communicative approaches and the role played by the involved parties.

Design/methodology/approach: A multidimensional scale for measuring dialogic conversations is developed from relevant literature concerning dialogue and public engagement in the fields of corporate communication, public relations, management studies and conversation analysis. The scale was pre-tested to redefine and purify it from irrelevant variables through a mixed method approach to measuring the dialogue orientation of online conversations.

Findings: Ten variables are proposed for measuring the quality of online dialogic conversations among companies and their publics. These represent three main dimensions: organisation turn-taking, sequencing of conversation, repair strategies and procedures.

Originality/value: This is the first study proposing a systematic measurement of the dialogue orientation of online conversations that takes into consideration the role of language and communicative actions. The proposed measurement offers corporate communication managers a concrete tool for evaluating the quality of their online communications and for identifying those areas of their online communication that need improvement.
Original languageEnglish
JournalJournal of Communication Management
Issue number4
Pages (from-to)328-346
StatePublished - 2016

    Research areas

  • Dialogic conversations, scale development, measurement, social media

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