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Although there has been a consensus that health organizations should better utilize dialogic capabilities of online platforms, little is known about if the effectiveness of dialogic communication varies across message platforms, and if so, why. An experiment ( N  = 209) examined how message platforms (i.e., website vs. Twitter) moderate the effect of dialogic messages and uncovered a novel theoretical mechanism underlying such effect. Exposure to dialogic (vs. monologic) messages about a health risk yielded greater sense of direct conversation with the health organization (i.e., social presence). However, such effect was observed only when the messages were delivered via the organization’s website. In the organization’s Twitter, dialogic and monologic messages did not exert significantly differential influence. Enhanced social presence, in turn, reduced psychological distance to the risk, which subsequently induced stronger risk-preventive behavioral intentions.

health communication

When Health Organization Answers the Question: Differential Effects of Dialogic Messages in Website and Twitter through Social Presence and Psychological Distance