Activities per year
Abstract
Global corporations publicize on social networking sites (SNSs) to foster dialogic communication with publics as a form of building relationships. Yet the link between the content and style of the corporation communication from different cultural backgrounds and publics’ responses in the form of likes and retweets is under-researched. This empirical study explored how global corporations from China and Germany employ factors such as useful content topics and culturally-influenced communication styles to cultivate dialogic communication with publics on Sina Weibo, the largest SNS in China. Although both German and Chinese corporations similarly posted a range of content on products/services, corporate appeal and relationship building with no distinct significant differences in their communication styles, publics’ response varied noticeably in that they were more receptive to content on products/services disseminated by German corporations yet had greater responses to content on corporate appeal posted by Chinese corporations. In addition, publics were more inclined to react favorably to messages presented in an individualistic style of communication by German companies and messages in a collectivistic style by Chinese companies. The implications of how to effectively use SNS to engage in dialogue with publics are highlighted.
Original language | English |
---|---|
Article number | 101813 |
Journal | Public Relations Review |
Volume | 46 |
Issue number | 1 |
Early online date | 28 Jun 2019 |
DOIs | |
Publication status | Published - Mar 2020 |
Keywords
- China
- Dialogic communication
- Engagement
- Global corporations
- Publics’ response
- SNS
- Social media
ASJC Scopus subject areas
- Communication
- Organizational Behavior and Human Resource Management
- Marketing
Fingerprint
Dive into the research topics of 'An exploratory study on content and style as driving factors facilitating dialogic communication between corporations and publics on social media in China'. Together they form a unique fingerprint.Activities
- 1 Invited talk
-
Invited Research Seminar at Nanyang Technological University
Ngai, S. B. C. (Invited speaker)
22 Aug 2019Activity: Talk or presentation › Invited talk