Citation

How Companies Cultivate Relationships with Publics on Social Network Sites in China and the United States: A Cross-Cultural Content Analysis

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Abstract:

This study extends the investigation of relationship cultivation on social media from a cross-culture perspective by examining how companies use popular social network sites (SNSs) to facilitate dialogues with publics in two culturally distinct countries: China and the United States. In order to understand dialogic relationships on SNSs, we incorporate both the messages of the organizations and the voices of the publics. Through an exploratory content analysis of fifty corporate pages with 500 corporate posts and 500 user posts from each country, findings suggest that overall, companies in both countries have employed the relationship-cultivation strategies proposed by scholars but the specific tactics vary across the two markets. Furthermore, this study finds cross-cultural differences among the types of corporate posts and public posts on SNSs, indicating that cultural differences play a significant role in shaping the dialogue between organizations and publics in different countries. This analysis provides implications and suggestions for future research.

Most Common Document Word Stems:

public (116), relat (70), corpor (67), compani (65), post (64), relationship (62), snss (58), inform (58), cultur (53), facebook (49), social (48), communic (47), renren (42), page (39), use (39), user (38), strategi (37), media (33), cultiv (33), organ (32), interact (31),
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Association:
Name: Association for Education in Journalism and Mass Communication
URL:
http://www.aejmc.org


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URL: http://citation.allacademic.com/meta/p520618_index.html
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MLA Citation:

Men, Linjuan Rita. and tsai, wanhsiu. "How Companies Cultivate Relationships with Publics on Social Network Sites in China and the United States: A Cross-Cultural Content Analysis" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Grand & Suites Hotel, St. Louis, MO, Aug 10, 2011 <Not Available>. 2014-11-25 <http://citation.allacademic.com/meta/p520618_index.html>

APA Citation:

Men, L. and tsai, w. , 2011-08-10 "How Companies Cultivate Relationships with Publics on Social Network Sites in China and the United States: A Cross-Cultural Content Analysis" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Grand & Suites Hotel, St. Louis, MO Online <PDF>. 2014-11-25 from http://citation.allacademic.com/meta/p520618_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This study extends the investigation of relationship cultivation on social media from a cross-culture perspective by examining how companies use popular social network sites (SNSs) to facilitate dialogues with publics in two culturally distinct countries: China and the United States. In order to understand dialogic relationships on SNSs, we incorporate both the messages of the organizations and the voices of the publics. Through an exploratory content analysis of fifty corporate pages with 500 corporate posts and 500 user posts from each country, findings suggest that overall, companies in both countries have employed the relationship-cultivation strategies proposed by scholars but the specific tactics vary across the two markets. Furthermore, this study finds cross-cultural differences among the types of corporate posts and public posts on SNSs, indicating that cultural differences play a significant role in shaping the dialogue between organizations and publics in different countries. This analysis provides implications and suggestions for future research.


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