{"title":"雕刻创业性格:对称沟通对创业企业性格、客户-创业认同、客户倡导的影响","authors":"Y. Ji, Z. Chen, L. Men","doi":"10.1080/1553118X.2021.2014502","DOIUrl":null,"url":null,"abstract":"ABSTRACT This study took a personification approach and examined how strategic communication influences the development of startup corporate character and associated outcomes in China. Specifically, it examined the relationships among startups’ symmetrical communication model, startup characters of agreeableness, enterprise, competence, and ruthlessness, customer identification with the startup, and eventually, customer advocacy. Results from an online survey with 641 startup customers in China revealed the importance of practicing symmetrical communication at startups, which effectively helps shape startup character. In turn, startup corporate character would affect customer identification with the startup, which eventually contributes to customer advocacy. This study provides valuable theoretical grounds to advance the growing literature on corporate character, stakeholders-organization identification, and symmetrical communication, emphasizing a unique startup context in the culturally distinctive market of China. It also provides practical insights for startup leaders, communication practitioners, and entrepreneurs on how to build a favorable corporate character, strengthen connections with customers, and win support from customers.","PeriodicalId":39017,"journal":{"name":"International Journal of Strategic Communication","volume":null,"pages":null},"PeriodicalIF":2.3000,"publicationDate":"2022-03-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"Carving Start-up Character: Effects of Symmetrical Communication on Start-up Corporate Character, Customer-Start-up Identification, and Customer Advocacy\",\"authors\":\"Y. Ji, Z. Chen, L. Men\",\"doi\":\"10.1080/1553118X.2021.2014502\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"ABSTRACT This study took a personification approach and examined how strategic communication influences the development of startup corporate character and associated outcomes in China. Specifically, it examined the relationships among startups’ symmetrical communication model, startup characters of agreeableness, enterprise, competence, and ruthlessness, customer identification with the startup, and eventually, customer advocacy. Results from an online survey with 641 startup customers in China revealed the importance of practicing symmetrical communication at startups, which effectively helps shape startup character. In turn, startup corporate character would affect customer identification with the startup, which eventually contributes to customer advocacy. This study provides valuable theoretical grounds to advance the growing literature on corporate character, stakeholders-organization identification, and symmetrical communication, emphasizing a unique startup context in the culturally distinctive market of China. It also provides practical insights for startup leaders, communication practitioners, and entrepreneurs on how to build a favorable corporate character, strengthen connections with customers, and win support from customers.\",\"PeriodicalId\":39017,\"journal\":{\"name\":\"International Journal of Strategic Communication\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":2.3000,\"publicationDate\":\"2022-03-15\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Strategic Communication\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/1553118X.2021.2014502\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"COMMUNICATION\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Strategic Communication","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/1553118X.2021.2014502","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"COMMUNICATION","Score":null,"Total":0}
Carving Start-up Character: Effects of Symmetrical Communication on Start-up Corporate Character, Customer-Start-up Identification, and Customer Advocacy
ABSTRACT This study took a personification approach and examined how strategic communication influences the development of startup corporate character and associated outcomes in China. Specifically, it examined the relationships among startups’ symmetrical communication model, startup characters of agreeableness, enterprise, competence, and ruthlessness, customer identification with the startup, and eventually, customer advocacy. Results from an online survey with 641 startup customers in China revealed the importance of practicing symmetrical communication at startups, which effectively helps shape startup character. In turn, startup corporate character would affect customer identification with the startup, which eventually contributes to customer advocacy. This study provides valuable theoretical grounds to advance the growing literature on corporate character, stakeholders-organization identification, and symmetrical communication, emphasizing a unique startup context in the culturally distinctive market of China. It also provides practical insights for startup leaders, communication practitioners, and entrepreneurs on how to build a favorable corporate character, strengthen connections with customers, and win support from customers.
期刊介绍:
The International Journal of Strategic Communication examines the philosophical, theoretical, and applied nature of strategic communication, which is “the purposeful use of communication by an organization to fulfill its mission.” IJSC provides a foundation for the study of strategic communication from diverse disciplines, including corporate and managerial communication, organizational communication, public relations, marketing communication, advertising, political and health communication, social marketing, international relations, public diplomacy, and other specialized communication areas. The IJSC is the singular forum for multidisciplinary inquiry of this nature.