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...

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Detalhes bibliográficos
Autor: He, Xia
Formato: tesis doctoral
Estado:Versión publicada
Fecha de publicación:2017
País:España
Recursos:CBUC, CESCA
Repositorio:TDR. Tesis Doctorales en Red
OAI Identifier:oai:www.tdx.cat:10803/458524
Acesso em linha:http://hdl.handle.net/10803/458524
Access Level:acceso abierto
Palavra-chave: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
WeChat
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
id ES_ebc55a140d07cc283f63a9288c2e26df
oai_identifier_str oai:www.tdx.cat:10803/458524
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network_name_str España
repository_id_str
dc.title.none.fl_str_mv High reputation companies' social media performance in the context of Chinese digital market: based on Sina Weibo and WeChat platforms
title High reputation companies' social media performance in the context of Chinese digital market: based on Sina Weibo and WeChat platforms
spellingShingle High reputation companies' social media performance in the context of Chinese digital market: based on Sina Weibo and WeChat platforms
He, Xia
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
WeChat
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
title_short High reputation companies' social media performance in the context of Chinese digital market: based on Sina Weibo and WeChat platforms
title_full High reputation companies' social media performance in the context of Chinese digital market: based on Sina Weibo and WeChat platforms
title_fullStr High reputation companies' social media performance in the context of Chinese digital market: based on Sina Weibo and WeChat platforms
title_full_unstemmed High reputation companies' social media performance in the context of Chinese digital market: based on Sina Weibo and WeChat platforms
title_sort High reputation companies' social media performance in the context of Chinese digital market: based on Sina Weibo and WeChat platforms
dc.creator.none.fl_str_mv He, Xia
author He, Xia
author_facet He, Xia
author_role author
dc.contributor.none.fl_str_mv Pedraza, Rafael
Universitat Pompeu Fabra. Departament de Comunicació
dc.subject.none.fl_str_mv 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
WeChat
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
topic 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
WeChat
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
description 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.
publishDate 2017
dc.date.none.fl_str_mv 2017
2017
2019
dc.type.none.fl_str_mv info:eu-repo/semantics/doctoralThesis
info:eu-repo/semantics/publishedVersion
format doctoralThesis
status_str publishedVersion
dc.identifier.none.fl_str_mv http://hdl.handle.net/10803/458524
url http://hdl.handle.net/10803/458524
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.rights.none.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv 332 p.
application/pdf
application/pdf
dc.publisher.none.fl_str_mv Universitat Pompeu Fabra
publisher.none.fl_str_mv Universitat Pompeu Fabra
dc.source.none.fl_str_mv TDX (Tesis Doctorals en Xarxa)
reponame:TDR. Tesis Doctorales en Red
instname:CBUC, CESCA
instname_str CBUC, CESCA
reponame_str TDR. Tesis Doctorales en Red
collection TDR. Tesis Doctorales en Red
repository.name.fl_str_mv
repository.mail.fl_str_mv
_version_ 1869423256695472128
spelling High reputation companies' social media performance in the context of Chinese digital market: based on Sina Weibo and WeChat platformsHe, XiaSocial mediaHigh reputationOccidental companiesChinese companiesSocial media performanceChinese digital marketSocial media strategiesLevel of activityLevel of interactionMeasurementSina WeiboWeChatMedios socialesAlta reputaciónEmpresas occidentalesEmpresas chinasRendimiento de los medios socialesMercado digital chinoEstrategias de medios socialesNivel de actividadNivel de interacciónMedición316This 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.El objetivo de esta investigación es explorar y evaluar el impacto de la estrategia comunicativa en medios sociales de trenta empresas chinas y trenta empresas occidentales de reconocida reputación. Concretamente, el análisis se ha realizado en dos de las plataformas sociales chinas más conocidas: Sina Weibo y WeChat. Ambas plataformas se analizan como “casos de estudio”, aplicando diferentes procedimientos metodológicos: uso de plantillas KPIs, análisis de la arquitectura de la información, análisis de contenido, y métodos estadísticos. La tesis establece un marco sistemático de medición y clasificación en tres etapas: dos análisis dimensionales valorando los niveles de actividad y interacción; técnicas de agrupamientos; e identificación de modelos comunicativos corporativos. Se ha constatado que Xiaomi y McDonald’s son las empresas más exitosas de las sesenta analizadas en las dos plataformas. Su éxito se debe principalmente a su contenido, orientado a proporcionar beneficios a sus usuarios. Adicionalmente, los resultados demuestran la existencia de un conjunto de similitudes y diferencias determinadas por la zona geográfica y el sector industrial de las empresas.Programa de doctorat en ComunicacióUniversitat Pompeu FabraPedraza, RafaelUniversitat Pompeu Fabra. Departament de Comunicació201720192017info:eu-repo/semantics/doctoralThesisinfo:eu-repo/semantics/publishedVersion332 p.application/pdfapplication/pdfhttp://hdl.handle.net/10803/458524TDX (Tesis Doctorals en Xarxa)reponame:TDR. Tesis Doctorales en Redinstname:CBUC, CESCAInglésADVERTIMENT. L'accés als continguts d'aquesta tesi doctoral i la seva utilització ha de respectar els drets de la persona autora. Pot ser utilitzada per a consulta o estudi personal, així com en activitats o materials d'investigació i docència en els termes establerts a l'art. 32 del Text Refós de la Llei de Propietat Intel·lectual (RDL 1/1996). Per altres utilitzacions es requereix l'autorització prèvia i expressa de la persona autora. En qualsevol cas, en la utilització dels seus continguts caldrà indicar de forma clara el nom i cognoms de la persona autora i el títol de la tesi doctoral. No s'autoritza la seva reproducció o altres formes d'explotació efectuades amb finalitats de lucre ni la seva comunicació pública des d'un lloc aliè al servei TDX. Tampoc s'autoritza la presentació del seu contingut en una finestra o marc aliè a TDX (framing). Aquesta reserva de drets afecta tant als continguts de la tesi com als seus resums i índexs.info:eu-repo/semantics/openAccessoai:www.tdx.cat:10803/4585242026-06-14T12:46:07Z
score 15.300719

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