How companies cultivate relationships with publics on social network sites: Evidence from China and the United States

Linjuan Rita Men, Wan Hsiu Sunny Tsai

Research output: Contribution to journalArticle

105 Scopus citations

Abstract

This study advances our understanding of relationship cultivation on social media from a cross-cultural perspective. We examined how companies use popular social network sites (SNSs) to facilitate dialogues with publics in two culturally distinct countries: China and the United States. We employed a content analysis of 50 corporate pages with 500 corporate posts and 500 user posts from each country. Overall, companies in both countries have recognized the importance of SNSs in relationship development and employed the appropriate online strategies (disclosure, information dissemination, and interactivity and involvement), but the specific tactics vary across the two markets. Furthermore, cultural differences among the types of corporate posts and public posts on SNSs indicate that culture plays a significant role in shaping the dialogue between organizations and publics in different countries. Implications for corporate relationship management practice in the global market in the digital era are discussed.

Original languageEnglish (US)
Pages (from-to)723-730
Number of pages8
JournalPublic Relations Review
Volume38
Issue number5
DOIs
StatePublished - Dec 1 2012

Keywords

  • Cross-culture
  • Relationship cultivation
  • SNSs
  • Social media

ASJC Scopus subject areas

  • Marketing
  • Organizational Behavior and Human Resource Management
  • Communication

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