An Analysis of the Divergence of Apology in Online Game Setting based on Honor of King

Abstract

In view of the dramatic changes induced by emerging social media, the present research focuses on Chinese multinational enterprises to understand how they conduct impression management work on Twitter through different face orientations, with a particular attention to the online presence of CSR activities. Through qualitative and quantitative analysis, it is found that CSR activities have not received enough attention in such genre of company discourse. The present research also points that the frequent occurrence at Twitter is supposed to be of great value to impression management work of these multinational companies. However, some disparities also emerge in their face orientation across different industry.