Relationship Cultivation via Social Media During the COVID-19 Pandemic: Evidence From China and the U.S

IF 3.1 3区 经济学 Q2 BUSINESS International Journal of Business Communication Pub Date : 2022-01-05 DOI:10.1177/23294884211067805
Qiongyao Huang, Benjamin J. Lynn, Chuqing Dong, Shijun Ni, L. Men
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引用次数: 8

Abstract

This study explored the relationship cultivation and social media strategies companies used to cultivate relationships with their publics in two culturally distinct markets of China and the U.S. during the COVID-19 pandemic. A quantitative content analysis of Weibo (n = 756) and Twitter (n = 645) posts from Fortune 500 companies in China (n = 30) and the U.S. (n = 30) respectively was conducted to examine the effects of their relational efforts on public engagement. Results showed that certain relationship cultivation strategies and use of social media functions effectively increased public engagement in both China and the U.S., although on different levels. Both Chinese and U.S. companies most frequently adopted the strategy of openness. While the openness strategy was most effective at raising engagement levels in the U.S., publics of Chinese companies became more engaged when companies used the access strategy. Also, publics of Chinese companies showed higher levels of engagement and more positive emotions toward companies’ social media messages than their U.S. counterparts. The findings advance our understanding of organization-public relationships in a worldwide disaster setting, with insights informing the global public relations theory and practices.
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新冠肺炎大流行期间通过社交媒体培养关系:来自中美的证据
本研究探讨了新冠肺炎大流行期间,公司在中美两个不同文化的市场中与公众建立关系所使用的关系培养和社交媒体策略。微博(n = 756)和Twitter(n = 645)来自中国财富500强企业的帖子 = 30)和美国(n = 30),以检验他们的关系努力对公众参与的影响。结果表明,某些关系培养策略和社交媒体功能的使用有效地提高了中美两国的公众参与度,尽管程度不同。中国和美国公司都经常采取开放战略。虽然开放战略在提高美国的参与度方面最为有效,但当公司使用准入战略时,中国公司的公众变得更加参与。此外,与美国同行相比,中国公司的公众对公司的社交媒体信息表现出更高的参与度和更积极的情绪。这些发现促进了我们对全球灾难环境中组织公共关系的理解,为全球公共关系理论和实践提供了见解。
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来源期刊
CiteScore
7.70
自引率
14.30%
发文量
28
期刊介绍: The International Journal of Business Communication (IJBC) publishes manuscripts that contribute to knowledge and theory of business communication as a distinct, multifaceted field approached through the administrative disciplines, the liberal arts, and the social sciences. Accordingly, IJBC seeks manuscripts that address all areas of business communication including but not limited to business composition/technical writing, information systems, international business communication, management communication, and organizational and corporate communication. In addition, IJBC welcomes submissions concerning the role of written, verbal, nonverbal and electronic communication in the creation, maintenance, and performance of profit and not for profit business.
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