Welcome to the InfoSci Platform
Reference Hub2
Corporate Communicative Engagement in Micro-Blogging: Cross-Cultural Analysis of Weibo and Twitter

Corporate Communicative Engagement in Micro-Blogging: Cross-Cultural Analysis of Weibo and Twitter

Bela Florenthal, Mike Chen-Ho Chao
Copyright: © 2015 |Pages: 27
ISBN13: 9781466684089|ISBN10: 1466684089|EISBN13: 9781466684096
DOI: 10.4018/978-1-4666-8408-9.ch002
Cite Chapter Cite Chapter

MLA

Florenthal, Bela, and Mike Chen-Ho Chao. "Corporate Communicative Engagement in Micro-Blogging: Cross-Cultural Analysis of Weibo and Twitter." Maximizing Commerce and Marketing Strategies through Micro-Blogging, edited by Janée N. Burkhalter and Natalie T. Wood, IGI Global, 2015, pp. 40-66. https://doi.org/10.4018/978-1-4666-8408-9.ch002

APA

Florenthal, B. & Chao, M. C. (2015). Corporate Communicative Engagement in Micro-Blogging: Cross-Cultural Analysis of Weibo and Twitter. In J. Burkhalter & N. Wood (Eds.), Maximizing Commerce and Marketing Strategies through Micro-Blogging (pp. 40-66). IGI Global. https://doi.org/10.4018/978-1-4666-8408-9.ch002

Chicago

Florenthal, Bela, and Mike Chen-Ho Chao. "Corporate Communicative Engagement in Micro-Blogging: Cross-Cultural Analysis of Weibo and Twitter." In Maximizing Commerce and Marketing Strategies through Micro-Blogging, edited by Janée N. Burkhalter and Natalie T. Wood, 40-66. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-8408-9.ch002

Export Reference

Mendeley
Favorite

Abstract

Micro-blogging platforms have emerged as marketing tools that multinational companies increasingly utilize to establish and promote their brands. The question is whether they use these platforms strategically, localizing the content and the structure for their target population. This chapter uses case study content analysis to begin answering this question. Social media updates posted by Starbucks over a one-month period on Twitter in the U.S. and on Sina Weibo in China were analyzed using three existing validated frameworks. The results indicate that Starbucks somewhat localizes its posts to its Chinese consumers, in terms of content, symbols, values, and offerings. However, it underutilizes its Sina Weibo page compared to its Twitter counterpart. This chapter goes on to suggest micro-blogging strategies for multinational companies in the Managerial Implications section and concludes with a discussion on the direction of future research for scholars in this field.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.