Engaging Consumers through Social Media—A Content Analysis of Antecedents and Effect of Online Strategies of Top Chinese Companies

Research output: Conference PapersRGC 32 - Refereed conference paper (without host publication)peer-review

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Detail(s)

Original languageEnglish
Publication statusPublished - May 2019

Conference

Title69th Annual International Communication Association Conference (ICA19)
LocationWashington Hilton Hotel
PlaceUnited States
CityWashington
Period24 - 28 May 2019

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.

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Research Unit(s) information for this publication is provided by the author(s) concerned.

Citation Format(s)

Engaging Consumers through Social Media—A Content Analysis of Antecedents and Effect of Online Strategies of Top Chinese Companies. / Liang, Zerui; WU, Xiaohua; Li, Hairong et al.
2019. Paper presented at 69th Annual International Communication Association Conference (ICA19), Washington, United States.

Research output: Conference PapersRGC 32 - Refereed conference paper (without host publication)peer-review