An exploratory study on content and style as driving factors facilitating dialogic communication between corporations and publics on social media in China |
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| Institution: | 1. The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong;2. University of Vienna, Vienna, Austria;3. Hong Kong Baptist University, Kowloon Tong, Hong Kong;1. Department of Communication, FHWien der WKW University of Applied Sciences for Management & Communication, Waehringer Guertel 97, 1180, Vienna, Austria;2. School of AMPR, Queensland University of Technology, 2 George Street, Brisbane, 4000, Queensland, Australia;1. Department of Mass Communication, Advertising, and Public Relations, College of Communication, Boston University, 640 Commonwealth Avenue, Boston, MA, 02215, USA;2. Brian Lamb School of Communication, Purdue University, Beering Hall, Room 2114, 100 North University Street, West Lafayette, IN, 47907, USA;3. Department of Communication and Theatre, Emporia State University, 1 Kellogg Circle, Campus Box 4033, Emporia, KS, 66801, USA;1. School of Communication/Digital Media Research Centre, Queensland University of Technology, Australia;2. Business School, University of Queensland, Australia;1. Department of Strategic Communication, University of Miami, 5100 Brunson Dr, Coral Gables, FL 33146, USA;2. Department of Cinema and Interactive Media, University of Miami, 5100 Brunson Dr, Coral Gables, FL 33146, USA;3. Roberston School of Media and Culture, Virginia Commonwealth University, 901 West Main Street, Richmond, VA, 23284, USA |
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| 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. |
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| Keywords: | Dialogic communication Social media SNS Global corporations China Publics’ response Engagement |
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