High reputation companies' social media performance in the context of Chinese digital market: based on Sina Weibo and WeChat platforms
This research aims to explore and evaluate thirty Chinese and thirty Occidental high reputation companies’ social media performance on two most popular Chinese social media platforms: Sina Weibo and WeChat. A synthetic methodological procedure has been formulated and adopted in two case studies by i...
| Autor: | |
|---|---|
| Tipo de recurso: | tesis doctoral |
| Estado: | Versión publicada |
| Fecha de publicación: | 2017 |
| País: | España |
| Institución: | CBUC, CESCA |
| Repositorio: | TDR. Tesis Doctorales en Red |
| OAI Identifier: | oai:www.tdx.cat:10803/458524 |
| Acceso en línea: | http://hdl.handle.net/10803/458524 |
| Access Level: | acceso abierto |
| Palabra clave: | Social media High reputation Occidental companies Chinese companies Social media performance Chinese digital market Social media strategies Level of activity Level of interaction Measurement Sina Weibo Medios sociales Alta reputación Empresas occidentales Empresas chinas Rendimiento de los medios sociales Mercado digital chino Estrategias de medios sociales Nivel de actividad Nivel de interacción Medición 316 |
| Sumario: | This research aims to explore and evaluate thirty Chinese and thirty Occidental high reputation companies’ social media performance on two most popular Chinese social media platforms: Sina Weibo and WeChat. A synthetic methodological procedure has been formulated and adopted in two case studies by incorporating KPIs, information architecture, content analysis and statistical method. A systematic measurement and classification framework has been established in three stages: initial two dimensional analyses (the level of activity and the level of interaction); synthetic cluster analysis (12 groups); the induction of five models. Ultimately, Xiaomi and McDonald’s were identified as the most successful representatives among all sixty companies on both platforms and the key factor for their success was excavated as creating users’ benefit-oriented content. Moreover, the worst ones and the normal ones were also identified. Meanwhile, the research results have demonstrated a series of similarities and differences in line with geography attributes and industries. |
|---|