A Comparative Study on Global Brands’ Micro Blogs between China and USA: Focusing on Communication Styles and Branding Strategies

Xiaochen Zhang, Weiting Tao, Sora Kim

Research output: Contribution to journalArticle

13 Scopus citations


This quantitative content analysis compares global brands’ use of communication styles and brand anthropomorphism between two leading culturally different micro blogging sites, Twitter in the United States and Sina Weibo in China. Results show that, despite some differences, communication styles on both sites are more task-oriented than socioemotional-oriented. However, global brands adopt more “give suggestions” style (task-oriented) on Twitter but apply more “tension reduction” communication style (socioemotional-oriented) on Weibo. As for brand anthropomorphism strategies, global brands use more “first and second personal pronouns” on Twitter but more “nonverbal cues and consumer nicknames” on Weibo. By applying Interaction Process Analysis (i.e., task- and socioemotional-oriented communication styles) and brand anthropomorphism frameworks to culturally different social media settings, this study extends our current understandings of how global brands use social media to communicate with their publics.

Original languageEnglish (US)
Pages (from-to)231-249
Number of pages19
JournalInternational Journal of Strategic Communication
Issue number4
StatePublished - Oct 2 2014
Externally publishedYes


ASJC Scopus subject areas

  • Communication
  • Sociology and Political Science

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