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Every day political groups, nonprofit organizations, and companies from all over the world get on an extensive network called the Internet and also operate the World Wide Web (WWW). Almost all businesses, products, events and public interests are mentioned somewhere on the WWW (Kent & Taylor, 1998). Considering the magnitude of the internet, with its potential to affect the image and reputation of a company, its content and presentation are effects of strategic concern for a lot of companies. (Atlı, Vidović, & Omazić, 2018). Furthermore, the continuously increasing research on the use of the Internet as a dialogic tool has been extensively focusing on analyzing the opportunities for the distribution of information and communication between organizations and their communities on their websites (Capriotti & Kuklinsk, 2012). Businesses are always competing to develop innovative tactics which amaze their target audience (Singh, 2013).
In today’s world, the internet may be the only way to reach out to the historically isolated communities of diasporic groups who like others are located in cyberspace. Therefore, technology does not have to distance the organization from its communities and internet communication may include a more personalized touch which makes public relations more effective (Kent & Taylor, 1998). Since ubiquity of dialogue has become a popular concept in public relations, it makes sense to have a common understanding of the meaning of the term. Academia has used the term dialogue in an effort to describe successful public relations. Therefore, Kent and Taylor’s (2002) public relations theory provides the groundwork for public relations experts to competently talk and sustain conversations with their populations (Kent. & Taylor, 2002). In the last decade, the world of online communication has progressed dramatically. WEB 2.0 and social media have generally enhanced PR practices and many experts have recognized their potential to reach out to target populations (Wright & Hinson, 2010). Contrary to WEB 1.0 which focused on a read-only interface, WEB 2.0 and social media focus on a read-write interface where the value is contributed by a large volume of users (Lytras, Damiani, & de Pablos, 2008). Obviously, WEB 2.0 and social media are interactive communication tool with the potential to reinforce organization-member relationships and contribute to the achievement of organizational goals positively (Keller, 2013).
“Dialogical Communication” context research investigated a limited range of fields in the literature (i.e., non-profit organizations, governmental, Financial, Educational, and Social Media Platforms). (Bentley, 2012; Özdemir & Yamanoğlu, 2010). A study on GSM (Global System for Mobile Communications) companies has not been conducted so far.
Today the mobile communications market is one of the fastest growing markets in the world. Mobile industry continues to grow as a ripple effect of the opportunities presented by emerging markets (Boynudelik, 2011). There are currently three mobile communications operators in the GSM market in Turkey: Turkcell, Vodafone Turkiye (previously known as Telsim) and Turk Telekom (previously known as Aria & Aycell-Avea). The total number of mobile subscribers is 69 million with 91.1% penetration ratio in which Turkcell is the leading operator with %50.77, followed by Vodafone with %28.75 and later by Turk Telekom with %20.48 market shares according to the number of subscribers as of 2013 (ICTA, 2013).