{"title":"Microblogging for Engagement: Effects of Prior Company Involvement, Communication Strategy, and Emojis on Western and Chinese Users","authors":"Shu Zhang, M. D. de Jong, Jordy F. Gosselt","doi":"10.1080/08961530.2022.2040073","DOIUrl":null,"url":null,"abstract":"Abstract Companies’ social networking platforms can contribute to engaged stakeholder relationships, but many companies struggle to actually make that happen. An online experiment with IT companies’ microblogs investigated effects of communication strategy, emoji use, and prior company involvement on the appreciation and online engagement of Western and Chinese users. The exogenous variables had strong effects. Chinese users showed more appreciation and online engagement than Western users. Prior company involvement contributed to appreciation and online engagement. The message characteristics did not have the expected effects. Action- or community-focused microblogs resulted in lower appreciation. Emojis did not affect appreciation and online engagement.","PeriodicalId":47051,"journal":{"name":"Journal of International Consumer Marketing","volume":"34 1","pages":"616 - 630"},"PeriodicalIF":1.8000,"publicationDate":"2022-04-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of International Consumer Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/08961530.2022.2040073","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Abstract Companies’ social networking platforms can contribute to engaged stakeholder relationships, but many companies struggle to actually make that happen. An online experiment with IT companies’ microblogs investigated effects of communication strategy, emoji use, and prior company involvement on the appreciation and online engagement of Western and Chinese users. The exogenous variables had strong effects. Chinese users showed more appreciation and online engagement than Western users. Prior company involvement contributed to appreciation and online engagement. The message characteristics did not have the expected effects. Action- or community-focused microblogs resulted in lower appreciation. Emojis did not affect appreciation and online engagement.
期刊介绍：
The Journal of International Consumer Marketing examines consumer and organizational buyer behavior on a cross-cultural/national and global scale combining up-to-date research with practical applications to help you develop an action plan for successful marketing strategy development. Business professionals, policymakers, and academics share insights and "inside" information on a wide range of cross-cultural marketing issues, including international business customs, negotiating styles, consumer brand loyalty, price sensitivity, purchasing and leasing, consumer satisfaction (and dissatisfaction), and advertising.
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