An analysis of the mobile readiness and dialogic principles on

《An analysis of the mobile readiness and dialogic principles on》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、PublicRelationsReview39(2013)193–197ContentslistsavailableatSciVerseScienceDirectPublicRelationsReviewAnanalysisofthemobilereadinessanddialogicprinciplesonFortune500mobilewebsites∗,TinaMeredithMorgochMcCorkindaleAppalachianStateUniversity,DepartmentofCommunication,ASUBox32039,Boone,NC28608,

2、UnitedStatesarticleinfoabstractArticlehistory:Withtheriseinmobiletechnologies,companiesmustbeawareofhowvariousstakeholdersReceived30November2012areusingtheirwebsitesthroughtheirmobiledevices.Usingacontentanalysis,thisstudyReceivedinrevisedform5March2013analyzedthefivedialogicprinciplesofFort

3、une500websitesaccessedfrommobilephonesAccepted15March2013andalsoassessedtheirmobilereadiness.Whilemostcompaniesdidnothavemobileweb-sites,morenon-mobilewebsitesfeaturedthedialogicprinciplesduetotheirtargetingofKeywords:multiplestakeholdersasmobilewebsitesappearedtobemorecustomer-centric.Dial

4、ogictheory©2013ElsevierInc.Allrightsreserved.MobileSocialmediaSmartphonesFortuneWebsites1.IntroductionSincetheearly1980s,mobileandwirelesssystemshaveundergonetechnologicaladvancementsthatrangefromvehiclesbeingequippedwithmobiledevices,tohavingInternetaccessviaamobilephone(Bravo,Villarreal,H

5、ervas,&Urzaiz,2012).Today,mobiledeviceshelpusersseamlesslyandconvenientlyexploretheInternetforrelevantinformation(CampbellandKwak,2012),andallowuserstoconnectandcommunicatewithindividualsaroundtheworld.Mobiledevicesoffermoreaccessoptionsthancomputabledevices(Mitchell,Rosenstiel,Santhanam,&C

6、hristian,2012),andwiththeirtremendousgrowth,theyarebecomingincreasinglymoreimportant.InOctober2012,researchersatthePewResearchCenter’sProjectforExcellenceinJournalismreleasedastudyfindingthatnearlyhalfofU.S.adultshaveamobileconnectiontotheInternet,andusetheirmobiledevicestoexploreeverydaytop

7、icssuchasthenews(Mitchelletal.).Inaddition,17%ofcellphoneownersdomostoftheironlinebrowsingontheirphone,ratherthanonacomputerorotherdevice(Smith,2012).Withthesignificantgrowthofmobilephones,companiesmustensuretheyareprovidingusefulinformationthatavarietyof