Formulating the discourse of pro-work conservatism: a critical discourse analysis of Weibo posts in response to the implementation of the three-child policy
In: Feminist media studies, Band 24, Heft 3, S. 497-513
ISSN: 1471-5902
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In: Feminist media studies, Band 24, Heft 3, S. 497-513
ISSN: 1471-5902
In: Journal of business ethics: JBE, Band 192, Heft 4, S. 775-802
ISSN: 1573-0697
In: International journal of business communication: IJBC ; a publication of the Association of Business Communication, Band 60, Heft 2, S. 512-542
ISSN: 2329-4892
This study explored the relationship cultivation and social media strategies companies used to cultivate relationships with their publics in two culturally distinct markets of China and the U.S. during the COVID-19 pandemic. A quantitative content analysis of Weibo ( n = 756) and Twitter ( n = 645) posts from Fortune 500 companies in China ( n = 30) and the U.S. ( n = 30) respectively was conducted to examine the effects of their relational efforts on public engagement. Results showed that certain relationship cultivation strategies and use of social media functions effectively increased public engagement in both China and the U.S., although on different levels. Both Chinese and U.S. companies most frequently adopted the strategy of openness. While the openness strategy was most effective at raising engagement levels in the U.S., publics of Chinese companies became more engaged when companies used the access strategy. Also, publics of Chinese companies showed higher levels of engagement and more positive emotions toward companies' social media messages than their U.S. counterparts. The findings advance our understanding of organization-public relationships in a worldwide disaster setting, with insights informing the global public relations theory and practices.