Using YouTube for corporate communication: a comparison between Chinese and American companies

IF 3.1 3区管理学 Q2 COMPUTER SCIENCE, INFORMATION SYSTEMS

Online Information Review Pub Date : 2023-10-05 DOI:10.1108/oir-02-2023-0061

Sheng Yuan

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引用次数: 0

Abstract

Purpose The purpose of this study is to compare the communication practices of Chinese and US companies on YouTube and explores the effectiveness of different communication strategies at the topic level. Design/methodology/approach The author selected 22 Chinese companies and 22 US firms and compared the content of their English language corporate YouTube channels through content analysis, sentiment analysis and cluster analysis. Findings The results revealed that the three communication strategies (information, response and involvement) in general were not significantly different regarding their engagement rates, but they generated different comment scores when communicating topics of corporate social responsibility. The results also showed that Chinese companies were more likely than American firms to display the speeches of corporate leaders, use collectivistic references and present human interest messages in YouTube videos. Research limitations/implications This study sheds light on how national institutional environment shapes corporate communication on YouTube. Practical implications This study challenges the infatuation with the involvement strategy and offers some advice for practitioners on topic selection and user comment function management. Originality/value This study makes a novel contribution to the literature of corporate communication on YouTube by adopting a cross-national comparative approach. A conceptual framework of major factors influencing stakeholder responses on YouTube was presented. Peer review The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-02-2023-0061

查看原文本刊更多论文

利用YouTube进行企业传播:中美企业比较

本研究的目的是比较中美公司在YouTube上的传播实践，并在话题层面探讨不同传播策略的有效性。作者选择了22家中国公司和22家美国公司，通过内容分析、情感分析和聚类分析，比较了他们的英语企业YouTube频道的内容。结果显示，三种传播策略(信息、回应和参与)的参与度总体上没有显著差异，但在传播企业社会责任话题时产生了不同的评论得分。研究结果还显示，与美国公司相比，中国公司更有可能在YouTube视频中展示企业领导人的演讲，使用集体主义的参考资料，并呈现人性化的信息。本研究揭示了国家制度环境如何影响YouTube上的企业传播。本研究对涉入策略的迷恋提出了挑战，并为从业者在话题选择和用户评论功能管理方面提供了一些建议。本研究采用跨国比较的方法，对YouTube上的企业传播文献做出了新颖的贡献。提出了影响利益相关者在YouTube上的反应的主要因素的概念框架。同行评议本文的同行评议历史可在:https://publons.com/publon/10.1108/OIR-02-2023-0061

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Online Information Review 工程技术-计算机：信息系统

CiteScore

6.90

自引率

16.10%

发文量

审稿时长

6 months

期刊介绍： The journal provides a multi-disciplinary forum for scholars from a range of fields, including information studies/iSchools, data studies, internet studies, media and communication studies and information systems. Publishes research on the social, political and ethical aspects of emergent digital information practices and platforms, and welcomes submissions that draw upon critical and socio-technical perspectives in order to address these developments. Welcomes empirical, conceptual and methodological contributions on any topics relevant to the broad field of digital information and communication, however we are particularly interested in receiving submissions that address emerging issues around the below topics. Coverage includes (but is not limited to): •Online communities, social networking and social media, including online political communication; crowdsourcing; positive computing and wellbeing. •The social drivers and implications of emerging data practices, including open data; big data; data journeys and flows; and research data management. •Digital transformations including organisations’ use of information technologies (e.g. Internet of Things and digitisation of user experience) to improve economic and social welfare, health and wellbeing, and protect the environment. •Developments in digital scholarship and the production and use of scholarly content. •Online and digital research methods, including their ethical aspects.