Examining the Impact of Public Engagement and Presidential Leadership Communication on Social Media in China: Implications for Government-Public Relationship Cultivation

ABSTRACT

This study examined how public positive and negative social media (i.e., WeChat) discussion about President Xi Jinping in China, along with Xi’s leadership communication styles of assertiveness, responsiveness, and authenticity on social media influence publics’ evaluation of his leadership effectiveness, which in turn, influences public trust and satisfaction with the government. Through a quantitative online survey of 396 WeChat users in China, randomly selected via an international sampling firm and a structural equation modeling analysis, the results show that publics’ political discussion about Xi on social media in China significantly influences the perceived leadership effectiveness of the president. Specifically, the more the publics engage in positive discussion about the president on social media, the more they perceive him to be a better political leader, and vice-versa. The president’s leadership communication attributes of responsiveness and authenticity strongly and positively influenced perceived leadership effectiveness and the quality of government-public relationships. Publics’ evaluation of the president’s leadership effectiveness directly contributed to public trust and satisfaction toward the government. The theoretical and practical implications of the study are discussed.

Notes

¹ It is important to note that censorship in China is used to “muzzle those outside government who attempt to spur the creation of crowds for any reason” (King et al., 2014, p. 1). Criticisms of the Chinese government, its leaders, and their policies are not censored in China. Rather, posts related to collective actions such as ongoing protests or rallies (even in favor of a popular policy or leader) are censored (King et al., 2014). The survey questions asked respondents’ experience of online discussion of political issues and opinions of the president’s leadership communication style and effectiveness as well as their trust and satisfaction with the Chinese government. Such opinions and evaluations, even negative or vitriolic, will not be subject to any censorship.