A study on the sustainability web landing pages of companies listed in the BIST 50 Sustainability Index from a dialogic communication perspective

The aim of this study is to evaluate the sustainability landing pages of companies included in the BIST 50 Sustainability Index within the framework of Kent and Taylor's (1998) dialogic communication model. Within the scope of the research, companies that did not have a sustainability page or did not meet the analysis criteria were excluded, and the sustainability pages of a total of 46 companies were examined through content analysis and a binary coding technique (0–1). The assessment employed five core principles dialogic loop, usefulness of ınformation, generation of return visits, ease of ınterface, and conservation of visitors along with their respective sub-indicators. Findings reveal that the evaluated companies demonstrate strong performance particularly in the principles of information usefulness and interface usability. Clear and systematic access to sustainability reports, strategies, and policies, as well as mobile-compatible, consistent, and user-friendly interfaces, stand out as key strengths. In contrast, the principles of dialogic loop and generation of return visits were found to be comparatively weaker, as feedback mechanisms, stakeholder engagement tools, subscription systems, and regularly updated sustainability content were limited. Regarding the conservation of visitors principle, internal page links and multimedia elements were used to some extent; however, navigational structures and recommendation features that encourage users to stay on the site longer were not consistently implemented. Overall, the study indicates that while the presentation of sustainability-related information on corporate websites is well developed, the interaction and stakeholder engagement envisioned by the dialogic communication model have not yet been fully established.