How companies cultivate relationships with publics on social network sites: Evidence from China and the United States

This study advances our understanding of relationship cultivation on social media from a cross-cultural perspective. We examined how companies use popular social network sites (SNSs) to facilitate dialogues with publics in two culturally distinct countries: China and the United States. We employed a content analysis of 50 corporate pages with 500 corporate posts and 500 user posts from each country. Overall, companies in both countries have recognized the importance of SNSs in relationship development and employed the appropriate online strategies (disclosure, information dissemination, and interactivity and involvement), but the specific tactics vary across the two markets. Furthermore, cultural differences among the types of corporate posts and public posts on SNSs indicate that culture plays a significant role in shaping the dialogue between organizations and publics in different countries. Implications for corporate relationship management practice in the global market in the digital era are discussed.     

Perceptual,Attitudinal, and Behavioral Outcomes of Organization–Public Engagement on Corporate Social Networking Sites

This study proposes and tests a conceptual model that not only measures public engagement with corporate pages on social networking sites, but also evaluates the influence of such engagement on important perceptual, relational, and behavioral outcomes. Study results provide empirical evidence of the positive effects of public engagement on perceived corporate authenticity, organizational transparency, organization–public relationships, and public advocacy. Findings underscore the importance of public engagement via social media on enhancing perceived corporate transparency and authenticity, and thereby cultivating strong relationships. Additionally, organization–public relationships emerged as a deciding factor driving the effects of public engagement on advocacy behaviors.     

Baoren Baoguo: Zhongguo Xinwenshi De Lingyizhong Dufa [To Serve the Nation: Journalists as Prisms of Chinese Press History] edited by CHIN-CHUAN LEE

Social networking sites (SNS) have become an important vehicle for corporate communication. However, there has been little research on how East Asian firms use international SNSs to communicate with global stakeholders. This study compares the communication strategies of Chinese and Japanese companies on Facebook and Twitter and analyzes the public responses and complaints on these corporate SNSs. The results revealed that in addition to the traditional strategies of corporate ability (CA) and corporate social responsibility (CSR), Chinese and Japanese firms adopted the human interest (HI) strategy. The results showed that the Chinese companies in the study sample had a stronger preference for the CSR and interactive strategies, and they responded faster to online complaints compared with the Japanese firms, which were more likely to adopt the strategy of transferring in handling complaints. Moreover, “inviting participation into events” and “seeking specific feedback” were two types of interactive messages that received the highest numbers of responses from the public on Facebook, whereas “promoting sales” showed the highest engagement on Twitter. This study is the first to compare the effectiveness of different corporate response strategies for specific complaint topics on social media. Thus, it contributes to the literature on stakeholder–company interactions.     

How individuals use nonprofit organizations’ social media pages: Understanding functions of and networks from individual posts for social change

Previous research has regarded social media pages of nonprofit organizations (NPOs) as the organizations’ strategic space for public engagement and further collective action. However, individuals may take advantage of organizations’ pages to form networks beyond the organizations to achieve their own goals, extending their engagement to connective action. Based on content analysis of individuals’ posts on 100 NPOs’ social media pages, this exploratory study develops an original categorization scheme and reveals unique functions of and diverse networks initiated from such posts. In this way, this study combines research on public relations and connective action and captures the transformed roles and dynamics of the public and the organizations as they work toward social change.     

Risk perception of food safety issue on social media

This study aims to investigate individuals’ risk perceptions of food safety by extending the heuristic and systematic information processing model (HSM) to the social media context. Specifically, we examine the predictors of risk perceptions of food safety, including social media attention, social media credibility, as well as systematic and heuristic processing. A convenient sample of 640 adults was collected in China. Structural equation modeling was used to test the effects of social media attention and social media credibility on public risk perceptions of food safety, with information processing as mediating factors. The findings indicated that social media attention and social media credibility motivate systematic processing, which in turn promote risk perception of food safety. However, the mediating effect of heuristic processing was not found. Implications for theory and practice were discussed.     

Examining the effects of internal social media usage on employee engagement

This study explores whether and how internal social media influences employee engagement, a top priority for those working in public relations. Specifically, it proposes and tests a conceptual model that links employee use of internal social media, perceived organizational transparency, and organizational identification, to employee engagement. Through an online survey of 1150 employees from various organizations in the United States that had adopted internal social media, results show that employees’ use of internal social media contributes to an enhanced level of perceived transparency of the organization and organizational identification, which in turn, leads to employee engagement. Theoretical and practical implications of the findings are discussed.     

Connecting young adults to democracy via government social network sites

Young adults’ increasing disconnection with public affairs and heavy reliance on social media for political communication suggest a strategic use of social network sites (SNS) by the government to foster relationships with young citizens and to improve their citizenship. However, scholars and practitioners have not reached consensus about the exact influence of individuals’ experience with government SNS. Focusing on young eligible voters, this study proposes and tests a conceptual model that measures the perceptual, relational, and behavioral outcomes of public engagement with government agencies on SNS. Specifically, the findings revealed a positive influence of government SNS engagement on perceived government transparency, perceived political efficacy, and public participation but to varying degrees depending on the government level (e.g., federal, state, and local). This study suggests that there is limited influence of public engagement on the perceived government-citizen relationship quality through SNS. This empirical research demonstrates how a contextualized investigation of public engagement and relationship management provides insights into the role that SNS can play in connecting young adults to democracy.     

What's behind public trust in news media: A comparative study of America and China

The study first examines the media identification logic that the prime evaluating indicator for news media is public trust. Perceptions of trust are not only important from a marketing perspective, but also form a vital component of audiences' aesthetic criticism of news and news sources. Comparing people's attitudes towards media in America and China, this study finds media credibility ratings in China are much higher than those in America. Does this suggest that Chinese media are more credible, or are survey reports of public trust influenced by other factors? This study considers three perspectives for considering differences in reports of public trust – operation dynamics, imaged power, and national identity. We consider to what degree, and under what conditions, could the survey reports of perceived public trust in media be related to media system differences, both among countries and over time. The study also examines the role played by structural dialectics such as profit orientation or propaganda orientation; professionalism orientation or authority orientation; and imagined community or heterogeneity construction. Finally, given the limits of survey methods and wording, the study brings forward an evaluation framework for the availability of transnational comparisons of media credibility, based on five evaluating dimensions of identity mechanism: professionalism identity, antagonism identity, heterogeneity identity, public sphere identity, and the “Other” identity.     

Corporate social responsibility engagement and communication by Chinese companies

Premised upon the centrality of relationship management in corporate social responsibility (CSR) and public relations functions, and the growing momentum toward CSR in China, this study reports survey results of corporate communication/public relations executives in Chinese companies on aspects of CSR accountability and transparency. Responses to four key topical areas – drivers for CSR engagement, areas of practice, importance of CSR communication, and preferred channels for communication – suggest a strong concern for corporate image and culture in pursuing CSR, an overwhelming emphasis on disaster relief despite the recognition of a much broader array of societal priorities, and the Chinese companies’ current reliance on in-house and Internet media for CSR communication.     

CEO credibility,perceived organizational reputation,and employee engagement

The current study explores how corporate leadership influences the effectiveness of internal public relations by linking CEO credibility, employee evaluation of the organizational reputation, and employee engagement. An online survey of 157 employees from a Fortune 500 company shows that CEO credibility is positively associated with perceived organizational reputation and employee engagement. Perceived organizational reputation significantly and positively affects employee engagement. Employee perception of organizational reputation fully mediates CEO credibility impact on employee engagement.     

Operationalizing genuineness in CSR communication for public engagement on social media

Public relations professionals from global corporations have increasingly communicated corporate social responsibility (CSR) practices on social media to engage publics. Yet the link between CSR communication of global corporations, particularly with regard to the dimensions of genuineness exhibited in their communication and public engagement on social media is under-researched in China. This empirical study conceptualized and operationalized the dimensions of genuineness, which encompass providing information about different CSR themes, being responsive to publics, demonstrating empathy, and being consistent in what corporations say and do, and then investigated how global corporations engaged Chinese publics through genuine CSR communication on Sina Weibo. Enhanced public engagement outcomes of comments, likes, and shares were observed for the provision of information about the community involvement and development CSR theme alongside the use of empathy. This study informs public relations scholars and practitioners about the importance of providing information on the CSR theme of community involvement and demonstrating empathy to generate higher public engagement.     

Functional and emotional traits of corporate social media message strategies: Behavioral insights from S&P 500 Facebook data

Drawing from literature regarding public engagement, the Elaboration Likelihood Model (ELM), computer-mediated communication research, and emotion psychology, this study examines the effects of companies’ social media communication strategies on public engagement behaviors as indexed by post likes, shares, and comments. Specifically, it investigates how corporate Facebook posts’ functional traits (functional interactivity and vividness) and emotional traits (emotion presence, valence, and strength) impact public engagement online. Through data mining and computer-assisted sentiment analysis of 33,379 posts from 106 Standard & Poor 500 companies’ Facebook accounts, this study finds a negative effect of functional interactivity but a positive effect of vividness on engagement. It also shows that emotional traits overall yield stronger public engagement outcomes. Two-way interactions between emotional and functional features are also detected. Theoretical and practical implications are discussed.     

How controversial businesses communicate CSR on Facebook: Insights from the Canadian cannabis industry

This study advances our current understanding of corporate social responsibility (CSR) communication in a controversial industry by analyzing CSR-related Facebook posts from seven Canadian public cannabis companies. Our findings indicated that these companies’ CSR communication on Facebook was mostly instrumentalist, lacked transparency, and used effective multimedia characteristics. In addition, associations between communication strategies and public engagement on social media (e.g., # of likes, comments, and shares) revealed both opportunities and ethical concerns regarding CSR communication in controversial businesses.     

What Influences Philanthropic Participation by Chinese Internal Immigrants: Research Based on the Perspective of Integration

Philanthropic participation is a stepping stone to integration for immigrants. However, the philanthropic participation behavior of Chinese internal immigrants, the largest immigrant group in the world, is not well understood. Data from the Special Survey on Social Integration and Mental Health of the Chinese Immigrant Population are employed to examine philanthropic participation among Chinese internal immigrants based on the perspective of integration. The study demonstrates that Chinese internal immigrants are less likely to engage in philanthropic activities than non-immigrants in China. The regression results suggest that, with the exception of social security, integration factors at the economic level are not important drivers to participate in philanthropic activities, while integration factors at the social, psychological and cultural levels, including social networks, social identity and acculturation, are positively related to philanthropic participation. In addition, social integration circumstances, including perceived inclusion and community services, are significant drivers of immigrants’ philanthropic participation. These findings improve our understanding of the philanthropic behaviors of Chinese internal immigrants and have important policy implications for government and NPO to promote immigrants’ philanthropic engagement.

     

An exploratory study on content and style as driving factors facilitating dialogic communication between corporations and publics on social media in China

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.     

Social messengers as the new frontier of organization-public engagement: A WeChat study

Mobile-based social messengers have overtaken social networking sites as the new frontier for organizations to engage online stakeholders. This study provides one of the earliest empirical investigations on the antecedents and relational outcomes of pubic engagement with companies via WeChat—one of the world’s most popular social messaging apps. Publics’ social messenger dependency and privacy perception of the medium are found to effectively drive public engagement, which in turn enhances organization-public relationships. Strategic guidelines based on the study findings are provided.     

Social media and political discussion: when online presence silences offline conversation

ABSTRACT

This paper explores the relationship between the use of social media, attitudinal strength, perceived opinion agreement with social ties, and willingness to discuss a political issue in different online and offline contexts. Unlike the anonymous environment of some Internet forums, social media are closely tied to the relationships and activities of everyday life. Social media increasingly make ties from offline contexts persistent online, and, because of the ambient nature of these technologies, awareness of the opinions, interests, and activities of social ties has become pervasive. As such, the use of social media is likely to affect everyday conversation about political issues in on- and offline contexts, including the home, workplace, social gatherings with friends, community meetings, and on social network sites (SNSs). Based on a national probability survey, we find that the use of SNSs (i.e., Facebook and Twitter) has a direct, negative relationship to deliberation in many offline settings. Some uses of these platforms are associated with having a lower, perceived opinion agreement with social ties. As part of a spiral of silence, this further reduces the willingness of social media users to join political conversations in some offline settings. Only those with the strongest attitudes on an issue are immune.     

Social media use and democratic engagement: a comparative study of Hong Kong,Taiwan, and China

Recent studies in political communication have found a generally positive role of social media in democratic engagement. However, most research on youth’s social media use in relation to their political engagement has been conducted in the context of American and European democracies. This study fills a gap in the literature by examining the effects of the uses and structural features of social media on democratic engagement in three different Asian political systems: Taiwan (young liberal democracy); Hong Kong (partial democracy); and China (one-party state). The findings showed that sharing political information and connections with public actors consistently predicted offline participation (i.e., civic and political participation) and online participation (i.e., online political expression and online activism) in the three political systems. Although social media use for news, network size, and network structure did not consistently predict political outcomes, they played significant roles in influencing different engagement in the three political systems. The comparative approach used in this study helped to demonstrate the role of social media in the democratic engagement of youth in three places with similar cultures but different political contexts.     

Public perceptions of public relations

Public relations has been portrayed in the media in a consistently negative manner over several decades, providing images that may become part of public perceptions. Perceptions about public relations affect the perceived credibility of the profession and influence whether people see public relations as valuable to society. Second-level agenda setting and cultivation theories purport that mass media contribute to beliefs about social reality by creating a cumulative, general consciousness upon which assumptions and judgments are based, suggesting that public perceptions about public relations would match media portrayal. Results of a telephone survey found public relations is perceived more positively than media portrayal would suggest. Respondents viewed public relations as an important activity that benefits society by providing information and disagree that it is damage control, an attempt to hide or disguise something, or a non-substantive activity. However, public relations is associated with publicity, media relations, and the attempt of an organization to advance its own agenda.     

Social media and organizational visibility: A sample of Fortune 500 corporations

This study explores the factors that drive organizational social media visibility. Using a sample of Fortune 500 companies and influential non-profit organizations, findings reveal that mainstream media coverage significantly affects social media visibility whereas organizations’ social media use patterns have limited impact on overall organizational visibility. Implications for both the practice of public relations and further theorizing about social media studies are discussed.