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

References

• Araujo, T., and J. Kollat. 2018. Communicating effectively about CSR on Twitter: The power of engaging strategies and storytelling elements. Internet Research 28 (2):419–31. doi: 10.1108/IntR-04-2017-0172.
   Web of Science ®Google Scholar
• Arya, V., D. Sethi, and H. Verma. 2018. Are emojis fascinating brand value more than textual language? Mediating role of brand communication to SNS and brand attachment: An insight from India. Corporate Communications: An International Journal 23 (4):648–70. doi: 10.1108/CCIJ-03-2018-0036.
   Google Scholar
• Bai, Q., Q. Dan, Z. Mu, and M. Yang. 2019. A systematic review of emoji: Current research and future perspectives. Frontiers in Psychology 10:2221. doi: 10.3389/fpsyg.2019.02221.
   PubMed Web of Science ®Google Scholar
• Beattie, A., A. P. Edwards, and C. Edwards. 2020. A bot and a smile: Interpersonal impressions of chatbots and humans using emoji in computer-mediated communication. Communication Studies 71 (3):409–27. doi: 10.1080/10510974.2020.1725082.
   Web of Science ®Google Scholar
• Casado-Molina, A. M., M. M. Rojas-de Gracia, P. Alarcón-Urbistondo, and M. Romero-Charneco. 2019. Exploring the opportunities of the emojis in brand communication: The case of the beer industry. International Journal of Business Communication: 232948841983296. Advance online publication. doi: 10.1177/2329488419832964.
   Google Scholar
• Cho, M., T. Schweickart, and A. Haase. 2014. Public engagement with nonprofit organizations on Facebook. Public Relations Review 40 (3):565–7. doi: 10.1016/j.pubrev.2014.01.008.
   Web of Science ®Google Scholar
• Chu, S.-C., and S. M. Choi. 2011. Electronic word-of-mouth in social networking sites: A cross-cultural study of the United States and China. Journal of Global Marketing 24 (3):263–81. doi: 10.1080/08911762.2011.592461.
   Google Scholar
• Chun, J. W., and M. J. Lee. 2016. Increasing individuals’ involvement and WOM intention on social networking sites: Content matters!. Computers in Human Behavior 60:223–32. doi: 10.1016/j.chb.2016.02.069.
   Web of Science ®Google Scholar
• Culnan, M. J., P. J. McHugh, and J. I. Zubillaga. 2010. How large U.S. companies can use Twitter and other social media to gain business value. MIS Quarterly Executive 9 (4):243–59.
   Web of Science ®Google Scholar
• Daniel, T. A., and A. L. Camp. 2020. Emojis affect processing fluency on social media. Psychology of Popular Media Culture 9 (2):208–13. doi: 10.1037/ppm0000219.
   Google Scholar
• Das, G., H. J. D. Wiener, and I. Kareklas. 2019. To emoji or not to emoji? Examining the influence of emoji on consumer reactions to advertising. Journal of Business Research 96:147–56. doi: 10.1016/j.jbusres.2018.11.007.
   Web of Science ®Google Scholar
• Florenthal, B., and M. C.-H. Chao. 2016a. A cross-cultural comparison of a global brand’s strategies on micro-blogging sites. International Journal of Online Marketing 6 (4):54–72. doi: 10.4018/IJOM.2016100104.
   Google Scholar
• Florenthal, B., and M. C.-H. Chao. 2016b. A comparison of global companies’ performance on Twitter and Weibo. International Journal of Business Environment 8 (3):242–64. doi: 10.1504/IJBE.2016.10000548.
   Google Scholar
• Gomez, L., and L. Vargas-Preciado. 2016. 140 characters for CSR communication: An exploration of Twitter engagement of fortune companies. Accountability and Social Responsibility: International Perspectives 9:205–21. doi: 10.1108/s2043-052320160000009009.
   Google Scholar
• Gómez, M., C. Lopez, and A. Molina. 2019. An integrated model of social media brand engagement. Computers in Human Behavior 96 (3):196–206. doi: 10.1016/j.chb.2019.01.026.
   Google Scholar
• Guo, C., and G. D. Saxton. 2014. Tweeting social change: How social media are changing nonprofit advocacy. Nonprofit and Voluntary Sector Quarterly 43 (1):57–79. doi: 10.1177/0899764012471585.
   Web of Science ®Google Scholar
• Hall, E. T. 1976. Beyond culture. New York, NY: Anchor Books.
   Google Scholar
• Harrigan, P., U. Evers, M. P. Miles, and T. Daly. 2018. Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent. Journal of Business Research 88:388–96. doi: 10.1016/j.jbusres.2017.11.046.
   Web of Science ®Google Scholar
• Hofstede, G. 2003. Culture’s consequences: Comparing values, behaviors, institutions and organizations across nations. Thousand Oaks, CA: Sage.
   Google Scholar
• Hollebeek, L. D., M. S. Glynn, and R. J. Brodie. 2014. Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing 28 (2):149–65. doi: 10.1016/j.intmar.2013.12.002.
   Web of Science ®Google Scholar
• Jiao, Y., M. Ertz, M.-S. Jo, and E. Sarigollu. 2018. Social value, content value, and brand equity in social media brand communities: A comparison of Chinese and US consumers. International Marketing Review 35 (1):18–41. doi: 10.1108/IMR-07-2016-0132.
   Web of Science ®Google Scholar
• Kim, S., S. Y. Kim, and K. H. Sung. 2014. Fortune 100 companies’ Facebook strategies: Corporate ability versus social responsibility. Journal of Communication Management 18 (4):343–62. doi: 10.1108/JCOM-01-2012-0006.
   Google Scholar
• Kim, C., and S.-U. Yang. 2017. Like, comment, and share on Facebook: How each behavior differs from the other. Public Relations Review 43 (2):441–9. doi: 10.1016/j.pubrev.2017.02.006.
   Web of Science ®Google Scholar
• Kwon, E. S., and Y. Sung. 2011. Follow me! Global marketers’ Twitter use. Journal of Interactive Advertising 12 (1):4–16. doi: 10.1080/15252019.2011.10722187.
   Google Scholar
• Li, C., and D. D. Wu. 2018. Facework by global brands across Twitter and Weibo. Discourse, Context and Media 26:32–42. doi: 10.1016/j.dcm.2018.03.006.
   Web of Science ®Google Scholar
• Li, M., E. Chng, A. Y. L. Chong, and S. See. 2019. An empirical analysis of emoji usage on Twitter. Industrial Management & Data Systems 119 (8):1748–63. doi: 10.1108/IMDS-01-2019-0001.
   Web of Science ®Google Scholar
• Li, Q., M. D. T. de Jong, and J. Karreman. 2021. Getting the picture: A cross-cultural comparison of Chinese and Western users’ preferences for image types in manuals for household appliances. Journal of Technical Writing and Communication 51 (2):137–58. doi: 10.1177/0047281619898140.
   Google Scholar
• Li, Q., M. D. T. de Jong, and J. Karreman. 2020. Cultural differences between Chinese and Western user instructions: A content analysis of user manuals for household appliances. IEEE Transactions on Professional Communication 63 (1):3–20. doi: 10.1109/TPC.2019.2961010.
   Web of Science ®Google Scholar
• Li, T., G. Berens, and M. de Maertelaere. 2013. Corporate Twitter channels: The impact of engagement and informedness on corporate reputation. International Journal of Electronic Commerce 18 (2):97–125. doi: 10.2753/JEC1086-4415180204.
   Web of Science ®Google Scholar
• Lovejoy, K., and G. D. Saxton. 2012. Information, community, and action: How nonprofit organizations use social media. Journal of Computer-Mediated Communication 17 (3):337–53. doi: 10.1111/j.1083-6101.2012.01576.x.
   Web of Science ®Google Scholar
• Malhotra, A., C. K. Malhotra, and A. See. 2013. How to create brand engagement on Facebook. MIT Sloan Management Review 54 (2):18–20.
   Web of Science ®Google Scholar
• McShane, L., E. Pancer, M. Poole, and Q. Deng. 2021. Emoji, playfulness, and brand engagement on twitter. Journal of Interactive Marketing 53:96–110. doi: 10.1016/j.intmar.2020.06.002.
   Web of Science ®Google Scholar
• Men, L. R., and W.-H S. Tsai. 2014. Perceptual, attitudinal, and behavioral outcomes of organization–public engagement on corporate social networking sites. Journal of Public Relations Research 26 (5):417–35. doi: 10.1080/1062726X.2014.951047.
   Web of Science ®Google Scholar
• Menon, R. V., V. Sigurdsson, N. M. Larsen, A. Fagerstrøm, H. Sørensen, H. G. Marteinsdottir, and G. R. Foxall. 2019. How to grow brand post engagement on Facebook and Twitter for airlines? An empirical investigation of design and content factors. Journal of Air Transport Management 79:101678. doi: 10.1016/j.jairtraman.2019.05.002.
   Web of Science ®Google Scholar
• Morsing, M., and M. Schultz. 2006. Corporate social responsibility communication: Stakeholder information, response and involvement strategies. Business Ethics: A European Review 15 (4):323–38. doi: 10.1111/j.1467-8608.2006.00460.x.
   Google Scholar
• Read, W., N. Robertson, L. McQuilken, and A. S. Ferdous. 2019. Consumer engagement on Twitter: Perceptions of the brand matter. European Journal of Marketing 53 (9):1905–33. doi: 10.1108/EJM-10-2017-0772.
   Web of Science ®Google Scholar
• Riordan, M. A. 2017a. Emojis as tools for emotion work: Communicating affect in text messages. Journal of Language and Social Psychology 36 (5):549–67. doi: 10.1177/0261927X17704238.
   Web of Science ®Google Scholar
• Riordan, M. A. 2017b. The communicative role of non-face emojis: Affect and disambiguation. Computers in Human Behavior 76:75–86. doi: 10.1016/j.chb.2017.07.009.
   Web of Science ®Google Scholar
• Saffer, A. J., E. J. Sommerfeldt, and M. Taylor. 2013. The effects of organizational Twitter interactivity on organization-public relationships. Public Relations Review 39 (3):213–5. doi: 10.1016/j.pubrev.2013.02.005.
   Web of Science ®Google Scholar
• Saxton, G. D., and R. D. Waters. 2014. What do stakeholders like on Facebook? Examining public reactions to nonprofit organizations’ informational, promotional, and community-building messages. Journal of Public Relations Research 26 (3):280–99. doi: 10.1080/1062726X.2014.908721.
   Web of Science ®Google Scholar
• Shi, X. S., and W. J. Xu. 2020. Do Chinese brands culturally adapt their overseas websites: Evidence from top Chinese brands’ Sino-US websites? Asian Journal of Communication 30 (1):58–78. doi: 10.1080/01292986.2019.1709517.
   Web of Science ®Google Scholar
• Shin, W., A. Pang, and H. J. Kim. 2015. Building relationships through integrated online media: Global organizations’ use of brand web sites, Facebook, and Twitter. Journal of Business and Technical Communication 29 (2):184–220. doi: 10.1177/1050651914560569.
   Web of Science ®Google Scholar
• Tsai, W.-H S., and L. R. Men. 2017. Consumer engagement with brands on social network sites: A cross-cultural comparison of China and the USA. Journal of Marketing Communications 23 (1):2–21. doi: 10.1080/13527266.2014.942678.
   Google Scholar
• Wang, R., S. Huang, and N. G. Pérez-Ríos. 2020. Multinational luxury brands’ communication strategies on international and local social media: Comparing Twitter and Weibo. Journal of International Consumer Marketing 32 (4):313–23. doi: 10.1080/08961530.2019.1710736.
   Web of Science ®Google Scholar
• Wang, Y., and D. Wang. 2009. Cultural contexts in technical communication: A study of Chinese and German automobile literature. Technical Communication 56 (1):39–50.
   Web of Science ®Google Scholar
• Wang, Y., and Y. Yang. 2020. Dialogic communication on social media: How organizations use Twitter to build dialogic relationships with their publics. Computers in Human Behavior 104:106183. doi: 10.1016/j.chb.2019.106183.
   Web of Science ®Google Scholar
• Waters, R. D., and J. Y. Jamal. 2011. Tweet, tweet, tweet: A content analysis of nonprofit organizations’ Twitter updates. Public Relations Review 37 (3):321–4. doi: 10.1016/j.pubrev.2011.03.002.
   Web of Science ®Google Scholar
• Waters, R. D., and K. D. Lo. 2012. Exploring the impact of culture in the social media sphere: A content analysis of nonprofit organizations’ use of Facebook. Journal of Intercultural Communication Research 41 (3):297–319. doi: 10.1080/17475759.2012.728772.
   Google Scholar
• Watkins, B. A. 2017. Experimenting with dialogue on Twitter: An examination of the influence of the dialogic principles on engagement, interaction, and attitude. Public Relations Review 43 (1):163–71. doi: 10.1016/j.pubrev.2016.07.002.
   Web of Science ®Google Scholar
• Wu, D. D., and C. Li. 2018. Emotional branding on social media: A cross-cultural discourse analysis of global brands on Twitter and Weibo. In Intercultural communication in Asia: Education, language and values, ed. A. Curtis and R. Sussex, 225–40. Cham, Switzerland: Springer.
   Google Scholar
• Würtz, E. 2005. Intercultural communication on Web sites: A cross-cultural analysis of Web sites from high-context cultures and low-context cultures. Journal of Computer-Mediated Communication 11 (1):274–99. doi: 10.1111/j.1083-6101.2006.00013.x.
   Web of Science ®Google Scholar
• Xie, A., P. L. P. Rau, Y. Tseng, H. Su, and C. Zhao. 2009. Cross-cultural influence on communication effectiveness and user interface design. International Journal of Intercultural Relations 33 (1):11–20. doi: 10.1016/j.ijintrel.2008.09.002.
   Web of Science ®Google Scholar
• Yum, J. O. 1988. The impact of confucianism on interpersonal relationships and communication patterns in East Asia. Communication Monographs 55 (4):374–88. doi: 10.1080/03637758809376178.
   Web of Science ®Google Scholar
• Zaichkowsky, J. L. 1985. Measuring the involvement construct. Journal of Consumer Research 12 (3):341–52. doi: 10.1086/208520.
   Web of Science ®Google Scholar
• Zhang, S., M. D. T. de Jong, and J. F. Gosselt. 2021. Cultural differences in microblogging: How Western and Chinese IT companies use Twitter and Weibo. Manuscript currently under review.
   Google Scholar
• Zhang, S., M. D. T. de Jong, and J. F. Gosselt. Forthcoming. Twitter as a technical communication platform: How IT companies’ message characteristics relate to online engagement. Technical Communication  69 (2).
   Web of Science ®Google Scholar
• Zhang, S., J. F. Gosselt, and M. D. T. de Jong. 2020. How large information technology companies use Twitter: Arrangement of corporate accounts and characteristics of tweets. Journal of Business and Technical Communication 34 (4):364–92. doi: 10.1177/1050651920932191.
   Web of Science ®Google Scholar
• Zhang, X., W. Tao, and S. Kim. 2014. A comparative study on global brands’ micro blogs between China and USA: Focusing on communication styles and branding strategies. International Journal of Strategic Communication 8 (4):231–49. doi: 10.1080/1553118X.2014.886251.
   Google Scholar
• Zhou, H., and Q. Pan. 2016. Information, community, and action on Sina-Weibo: How Chinese philanthropic NGOs use social media. VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations 27 (5):2433–57. doi: 10.1007/s11266-016-9685-4.
   Web of Science ®Google Scholar