How schema.org is used by S&P 500 ESG companies to build dialogic relationships on the Web

This is a short post with embedded summarized research results from my PHD Thesis. I presented the results at The Knowledge Graph Conference 2023 in a talk called Linked Content Now! (available as slide deck at Zenodo).

In short, the research explored the content of marketing communications on the Web in their dialogic and data aspects. Designing an interdisciplinary framework or analysis according to mixed criteria of marketing content on the Web in view of its dialogical and semantic (in the sense of machine-readable) aspects, I gathered empirical data on the use of schema.org by the top ten companies in the S&P 500 ESG. The analysis has been carried out with a view to measuring the use of dialogic potential of the Web in parallel with the use of formal descriptions of web content by leading technology companies.

Bringing together theories from the fields of digital marketing communications and the Semantic Web, these research result show how web marketing content is used for building semantic relationships between data nodes (by using schema.org) and across semiotic interpretative routes (by adhering to dialogic principles for communication).