Abstract
Informed by the Mindful Adoption Theory, this study analyzed the antecedents of social media strategies applied by the top Chinese companies and the effects of the strategies on popularity of corporate social media. Using documentary analysis, content analysis, and data mining, the study found that corporation’s globalization orientation positively predicts corporation’s social media presence on Facebook and Twitter. Firms with different marketing orientations deploy various disclosure strategies on Facebook, Twitter, and YouTube. Disclosure strategies differ by type of industry on Facebook, YouTube but not on twitter.
| Original language | English |
|---|---|
| Publication status | Published - May 2019 |
| Event | 69th Annual International Communication Association Conference (ICA19): Communication Beyond Boundaries - Washington Hilton Hotel, Washington, United States Duration: 24 May 2019 → 28 May 2019 https://cdn.ymaws.com/www.icahdq.org/resource/resmgr/conference/2019/2019printprogram.pdf https://www.icahdq.org/page/2019Conference https://www.icahdq.org/general/custom.asp?page=2019Conference |
Conference
| Conference | 69th Annual International Communication Association Conference (ICA19) |
|---|---|
| Abbreviated title | ICA19 |
| Place | United States |
| City | Washington |
| Period | 24/05/19 → 28/05/19 |
| Internet address |
Bibliographical note
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