Corporate Communication Strategies of Chinese E-Commerce Platforms: A Content Analysis of Tmall's Posts on Social Media During Singles' Day Period
Authors: 
Fangfang Chen, Runtong MaAuthors Info & Claims
Fangfang Chen, Runtong MaAuthors Info & ClaimsPages 1 - 5
Abstract
Enterprises are increasingly engaging the public through corporate communications on social media. Nonetheless, corporate communication via social media has received scant attention, particularly in a Chinese-language communication environment. This study examines the corporate communication strategies of China's leading e-commerce platforms on social media. Based on brand personification on social media, this study incorporates interpersonal communication characteristics into a typology of corporate communication, theoretically formulating and conceptualising human interest (HI) strategies. Findings show that the public is less willing to exert cognitive effort for corporate communications on social media than on other messages. As a result of this phenomenon, human interest (HI) strategies are critical for increasing public engagement.
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Index Terms
- Corporate Communication Strategies of Chinese E-Commerce Platforms: A Content Analysis of Tmall's Posts on Social Media During Singles' Day Period
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Published In
July 2022
691 pages
ISBN:9781450396394
DOI:10.1145/3556089
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Published: 30 November 2022
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ICEME 2022
ICEME 2022: 2022 13th International Conference on E-business, Management and Economics
July 16 - 18, 2022
Beijing, China
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