Microblogging for Engagement: Effects of Prior Company Involvement, Communication Strategy, and Emojis on Western and Chinese Users

IF 1.8 Q3 BUSINESS

Journal of International Consumer Marketing Pub Date : 2022-04-17 DOI:10.1080/08961530.2022.2040073

Shu Zhang, M. D. de Jong, Jordy F. Gosselt

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.

查看原文本刊更多论文

参与度微博：先前公司参与、沟通策略和表情符号对西方和中国用户的影响

摘要公司的社交网络平台可以促进参与的利益相关者关系，但许多公司很难真正实现这一点。一项针对IT公司微博的在线实验调查了沟通策略、表情符号的使用以及之前公司的参与对西方和中国用户的赞赏和在线参与的影响。外生变量具有较强的影响。中国用户比西方用户表现出更多的欣赏和在线参与。之前的公司参与有助于赞赏和在线参与。消息特征没有达到预期效果。以行动或社区为中心的微博导致了较低的评价。表情符号不会影响欣赏和在线互动。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Journal of International Consumer Marketing BUSINESS-

CiteScore

7.60

自引率

6.10%

发文量

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.