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Relationship Cultivation and Public Engagement via Social Media During the COVID-19 Pandemic in China

October 6, 2021
Source: instituteforpr.org instituteforpr.org
News Snapshot:
This summary is provided by the IPR Digital Media Research Center . Summary This study examined the relationship cultivation strategies and disaster social media functions that China’s Fortune 500 companies used in their Weibo posts during the COVID-19 pandemic. Results showed that both relationship cultivation strategies and disaster social media functions effectively increased engagement between Chinese companies and their audiences during the pandemic, although on different levels. This study highlighted the salience of two-way communication between companies and their audiences on social media in order to maintain relationships and foster engagement during disasters. Method Content analysis was used to examine...
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Tags: China | Chinese | communication | content | Covid-19 | digital | digital media | IPR | IT | LED | management | media | Pandemic | public relations | research | share | shares | social media | strategy | Weibo

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