Giving in or giving up: What makes journalists use audience feedback in their news work?

Guided by the theory of planned behavior, this study sought to identify factors that lead journalists to monitor and incorporate audience feedback from Twitter and web analytics in their news work. Based on a survey of 360 online journalists in the United States, this study found that journalists' personal attitudes toward using audience feedback, organizational policy on the use of audience feedback, as well as how much knowledge and skill they think they currently have to use audience feedback in their work, affect their intention to use, and ultimately, their actual use of, audience feedback in their editorial decisions.