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

Shu Zhang; Menno D.T. de Jong; Jordy F. Gosselt

doi:10.1080/08961530.2022.2040073

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

Shu Zhang^*, Menno D.T. de Jong, Jordy F. Gosselt

^*Corresponding author for this work

Communication Science

Research output: Contribution to journal › Article › Academic › peer-review

3 Citations (Scopus)

78 Downloads (Pure)

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.

Original language	English
Pages (from-to)	616-630
Number of pages	15
Journal	Journal of international consumer marketing
Volume	34
Issue number	5
Early online date	17 Apr 2022
DOIs	https://doi.org/10.1080/08961530.2022.2040073
Publication status	Published - 20 Oct 2022

Keywords

company microblogs
Cross-cultural communication
online engagement
social media
Twitter
UT-Hybrid-D

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.1080/08961530.2022.2040073Licence: CC BY-NC-ND

Zhang-2022-Microblogging-for-engagement-effectFinal published version, 1.66 MBLicence: CC BY-NC-ND

Cite this

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abstract = "Companies{\textquoteright} social networking platforms can contribute to engaged stakeholder relationships, but many companies struggle to actually make that happen. An online experiment with IT companies{\textquoteright} 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.",

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AB - 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.

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

Abstract

Keywords

UN SDGs

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