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Against the backdrop of the rapid growth of the Internet, this research study investigates the intersection between corporate World Wide Web pages and the publics they serve. Content analysis revealed that, while the typical corporate Web page is used to service news media, customers, and the financial community, it is not being used to its fullest potential to communicate simultaneously with other audiences. Through a cluster analysis procedure, the researchers found about one-third of corporate Web sites are assertively used to communicate with a multiplicity of audiences in a variety of information formats.
Esrock et al. (Wed,) studied this question.