University websites and dialogic features for building relationships with potential students

Abstract Using Kent and Taylor's dialogic principles, a content analysis of 232 university websites was conducted. Results indicate that liberal arts institutions tend to use more dialogic web features than national doctoral universities. Tier 3 institutions have a more significant number of dialogic website features than Tier 4 institutions. Finally, a small correlation was found between the use of dialogic features on the websites and higher rates of student retention and alumni giving.