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Strategies and marketing operations have been transformed by the Internet and in many ways it will be more widely integrated with growing access to the worldwide web (Varadarajan & Yadav, 2009). For over a decade organizations have begun to consider the Internet an important media in their marketing communication mix (Nour & Fadlalla, 2000). Currently, about 2.5 billion people are connected (Davis, 2013) for creating and sharing knowledge, experiences.
Are organizations creating websites offering useful information, generating return of visitors and facilitating iteration; thereby creating and maintaining relationships with customers?The objective here was to analyze the use of dialogic tools on Brazilian websites. For this, a search was planned and executed in two periods 2010 and 2011. This work is limited to the analysis of dialogic tools available on web sites.
Dialogic communication involves exchange of ideas and opinions. For Kent and Taylor (1998) the web is a great tool to provide useful information in a message intended to users. Internet facilitates direct contact, it allows to receive feedback and there is no a filter in communication (Oviatt, 1997). When a person browses the Internet is searching for some content. According to Kent and Taylor (2002), the sites are visited because they create any value for visitors.
An exploratory research was conducted, using content analysis, oriented by the proposed objective “to analyze the use of dialogic tools on Brazilian web sites”. a final sample of 137 sites of internship organizations across the country. Because of the procedures followed, it is assumed that the representativeness of the sample is satisfactory, although it is not a statistically representative sample.Data collection took place in two stages with an interval of one year, in 2010 and 2011.
The longitudinal analysis was performed on the same population (137 websites) and repeating the same conditions encoder and after a year. The only dialogic principle to have lower score was the Dialogic Loop. Have others had higher scores, especially Generation of Return Visits. The remaining virtually remained stable when comparing the two periods: Usefulness of Information and Intuitiveness/Easy of Interface.
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