Dialogic Communication in the Shadow of COVID-19: An Analysis of How the Largest Turkish Companies Used Twitter

Abstract

This study aims to examine the dialogic communication processes of the largest 50 companies in the Fortune 500 list in Turkey during the COVID-19 pandemic based on four principles: conservation of visitors, the usefulness of information, dialogic loop, and generation of return visits. The data are obtained through the content analysis method. Results indicate that financially leading companies in Turkey did not adopt a completely dialogic communication strategy on Twitter. While conservation of visitors was the most implemented principle, generation of return visits had the lowest scores in general. The only two items that are identified in more than half of the tweets are up-to-dateness by 65.28 % and use of hashtags by 54.57 %. Calendar of events and surveys or polls have the lowest scores among 22 items by 0.34 %. The most common content type of COVID-19 related tweets is information about operational change or new working conditions by 34.19 %. © 2022 Elsevier B.V., All rights reserved.