“…The focus of research shifted from normative propositions like the promise of more symmetrical and dialogical communication approaches (e.g., Kent, Taylor, & White, 2003;Wilcox, 2006;Duhé, 2012;Wright, 1998Wright, , 2001 to rational arguments about benefits, limits and structural prerequisites of online strategies (e.g., Treem & Leonardi, 2012;Zerfass & Pleil, 2012) to empirical studies on online practices in various regions of the world (Wright & Hinson, 2009, 2012Macnamara & Zerfass, 2012;.…”