Document Type

Article

Language

eng

Format of Original

3 p.

Publication Date

11-2016

Publisher

Elsevier

Source Publication

Public Relations Review

Source ISSN

0363-8111

Original Item ID

DOI: 10.1016/j.pubrev.2016.04.001

Abstract

This study examines Chipotle’s use of The Scarecrow, an animated YouTube video, to initiate conversation about food sustainability issues. Results illustrate publics were highly engaged in conversation with one another, even though the organization did not directly engage with publics or employ principles of dialogic communication. We highlight the importance of network approaches to studying online interaction between stakeholder groups for public relations scholars interested in dialogical theory frameworks.

Comments

Accepted version. Public Relations Review, Vol. 42, No. 4 (November 2016): 695-697. DOI. © Elsevier 2016. Used with permission.

Available for download on Sunday, December 01, 2019

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