Consumer Engagement in Social Media in China

Chen, Yi-Ru Regina

doi:10.1002/9781119167600.ch32

Cited by 13 publications

(11 citation statements)

References 54 publications

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“…Engagement can "achieve or elicit an outcome at individual, organisation, or social levels" (Johnston, 2018, p. 18). Effective engagement depends on emotional, cognitive, and behavioural dimensions (Chen, 2018). Confucianism considers people to be social, relational beings.…”

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confidence: 99%

The Confucius Institute and Relationship Management: Uncertainty Management of Chinese Public Diplomacy in Africa

Huang

2020

Palgrave Macmillan Series in Global Public Diplomacy

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Although officially introduced in Communist Party of China (CPC) doctrine in 2012, the concept of public diplomacy (PD) in China has taken various forms: people's diplomacy (renmin waijiao), civil diplomacy (minjian waijiao), and external propaganda (duiwai xuanchuan). In these quasi-PD activities, Beijing has regarded the principle of relationship management as an important means to deal with uncertainty in international communication.Relationship management has largely been a strategic response to international criticism since the Mao era. When China and India codified the Five Principles of Peaceful Coexistence for trade and intercourse between Tibet and India in 1954, Prime Minister Zhou Enlai implicitly conceptualised the ideas of "doing business" and "making friends." International criticism and negative feedback about neo-colonialist trends in Africa from the beginning of the 21st century have prompted China to use a public-centric approach to African PD in order to enhance its international legitimacy while managing uncertainty. The Confucius Institute (CI) is currently a flagship brand of China's statecraft in Africa through which Beijing advances its reputation among local publics. The Chinese government uses relationship management, relationship synergies, and interpersonal communication, within the framework of CI, to display China's charm and to legitimise its geopolitical presence and its industrial and commercial implantations in Africa.

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confidence: 99%

The Confucius Institute and Relationship Management: Uncertainty Management of Chinese Public Diplomacy in Africa

Huang

2020

Palgrave Macmillan Series in Global Public Diplomacy

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“…Heralded as a core component in the relational approach to public relations research ( Morehouse & Saffer, 2019 ), public engagement on social media offers organizations a way of cultivating and maintaining relationships with their publics ( Chen, 2018 ). It creates human-centered narratives ( Heath, 2014 ) which focus on communication as a process of meaning-making between organizations and publics ( Johnston, 2014 ).…”

Section: Literature Reviewmentioning

confidence: 99%

“…The open and user-centric environment of social media facilitates greatly the process of engagement by allowing digital-savvy publics to perform multiple communicative and behavioral actions toward an organization, constituting either a great chance or a critical challenge for communication management and control ( Macnamara & Zerfass, 2012 ). As such, engaged publics can contribute greatly to organizations’ tangible and intangible assets ( Chen, 2018 ; Kang, 2014 ; Men & Tsai, 2014 ). The importance of social media engagement for organizations in China was highlighted during the COVID-19 pandemic, as companies strove to adopt social media as a strategic communication channel to engage publics after most of their offline interaction channels had been shut down.…”

Section: Literature Reviewmentioning

confidence: 99%

“…For example, Taylor and Kent (2014) have identified five different types of contexts where engagement is situated, each of which have defined engagement rather differently. With regards to social media engagement, existing research has predominantly examined public engagement as a unidimensional concept focusing on the behavioral dimension ( Chen, 2018 ), most frequently measured by the number of likes, shares, and comments.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Further, China afforded the opportunity to examine relationship cultivation strategies at the epicenter of the event. Finally, China is a nation whose citizens turn to social media to express their opinions as a way of gaining some freedom in their speech ( Chen, 2018 ). Analyzing the relationship cultivation strategies used in China during the pandemic makes a meaningful contribution to both the public relations and disaster literatures.…”

Section: Introductionmentioning

confidence: 99%

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Relationship cultivation and public engagement via social media during the covid-19 pandemic in China

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Finding relevance in smartphone advertising

Yus

2022

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Smartphone ads compete for the user’s attention, which is initially intended to focus on other areas of the small screen of the device. Despite this competition, smartphone advertisements aim to produce as much cognitive reward as possible in exchange for the mental effort expended in their processing, that is, they aim at the audience’s relevance, as claimed by relevance theory (Sperber and Wilson 1995), a theory in which cyberpragmatics (Yus 2011) is rooted. This paper addresses several key qualities of effective smartphone advertising from a cyberpragmatics perspective that focuses on possible sources of relevance of online communication, and now applied to smartphone ads. Furthermore, it is claimed that today’s smartphone-based advertising cannot be accounted for pragmatically without the incorporation of key terms such as contextual constraint and non-propositional effect, which add to more traditional pragmatic accounts of online communication (Yus 2017a, 2021a).

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Consumer Engagement in Social Media in China

Cited by 13 publications

References 54 publications

The Confucius Institute and Relationship Management: Uncertainty Management of Chinese Public Diplomacy in Africa

The Confucius Institute and Relationship Management: Uncertainty Management of Chinese Public Diplomacy in Africa

Relationship cultivation and public engagement via social media during the covid-19 pandemic in China

Finding relevance in smartphone advertising

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