DIALOGIC FEATURES OF PUBLIC BENEFIT ORGANIZATIONS WEBSITES - RELATIONAL APPROACH

Main Article Content

Marian Oliński
Piotr Szamrowski


Keywords : public benefit organizations, dialogue, relationships, Internet
Abstract
building relationships between stakeholders of nonprofit organizations. Therefore, the purpose of this article is to identify the way how public benefit organizations (PBO) use websites to building dialogic potential with their public. Using a modified Kent and Taylor’s dialogic principles a content analysis of 367 Public Benefit Organizations was conducted The study shows, that nonprofit organizations only to small extent use five principles in building the dialogic potential of their websites (in particular elements directly creating dialogic potential). A clear lack of awareness of those responsible for making decisions in public benefit organizations is visible concerning the important role played by public relations in building relationships and the role of Internet especially.

Article Details

How to Cite
Oliński, M., & Szamrowski, P. (2016). DIALOGIC FEATURES OF PUBLIC BENEFIT ORGANIZATIONS WEBSITES - RELATIONAL APPROACH. The Scientific Journal European Policies, Finance and Marketing, (16(65), 37–54. https://doi.org/10.22630/PEFIM.2016.16.65.4
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