IDEAS home Printed from https://ideas.repec.org/a/pal/jobman/v29y2022i3d10.1057_s41262-021-00270-6.html
   My bibliography  Save this article

How should organizations engage and build relationships with mobile publics on social messengers

Author

Listed:
  • Linjuan Rita Men

    (University of Florida)

Abstract

Mobile-based social messengers are overtaking social networking sites as the new frontier for organizations to engage online stakeholders. This study provides one of the earliest empirical studies to understand how organizations should communicate with mobile publics to enhance public engagement and improve organization–public relationships. This study focuses on WeChat—one of the world’s most popular social messaging apps. Through an online survey of 859 WeChat users in China, results showed that organizations’ information dissemination, interpersonal communication, and two-way symmetrical communication strategies effectively drive public engagement with the organization on WeChat, which in turn nurtures quality organization–public relationships. Strategic guidelines based on the study findings are provided.

Suggested Citation

  • Linjuan Rita Men, 2022. "How should organizations engage and build relationships with mobile publics on social messengers," Journal of Brand Management, Palgrave Macmillan, vol. 29(3), pages 311-325, May.
    • Handle: RePEc:pal:jobman:v:29:y:2022:i:3:d:10.1057_s41262-021-00270-6
    DOI: 10.1057/s41262-021-00270-6
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41262-021-00270-6
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/s41262-021-00270-6?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Bento, Marisa & Martinez, Luisa M. & Martinez, Luis F., 2018. "Brand engagement and search for brands on social media: Comparing Generations X and Y in Portugal," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 234-241.
    2. Yi Quan & Huiying Wu & Sihai Li & Sammy Xiaoyan Ying, 2018. "Firm sustainable development and stakeholder engagement: The role of government support," Business Strategy and the Environment, Wiley Blackwell, vol. 27(8), pages 1145-1158, December.
    3. Didegah, Fereshteh & Mejlgaard, Niels & Sørensen, Mads P., 2018. "Investigating the quality of interactions and public engagement around scientific papers on Twitter," Journal of Informetrics, Elsevier, vol. 12(3), pages 960-971.
    4. Lei, Lijun (Gillian) & Li, Yutao & Luo, Yan, 2019. "Production and dissemination of corporate information in social media: A review," Journal of Accounting Literature, Elsevier, vol. 42(C), pages 29-43.
    5. Viglia, Giampaolo & Pera, Rebecca & Bigné, Enrique, 2018. "The determinants of stakeholder engagement in digital platforms," Journal of Business Research, Elsevier, vol. 89(C), pages 404-410.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Pang, Hua & Ruan, Yang, 2023. "Can information and communication overload influence smartphone app users' social network exhaustion, privacy invasion and discontinuance intention? A cognition-affect-conation approach," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Luis Jesús Córdova-Aguirre & Juan Manuel Ramón-Jerónimo, 2024. "Designing a Sustainability Assessment Framework for Peruvian Manufacturing Small and Medium Enterprises Applying the Stakeholder Theory Approach," Sustainability, MDPI, vol. 16(5), pages 1-23, February.
    2. Yaxue Ma & Zhichao Ba & Yuxiang Zhao & Jin Mao & Gang Li, 2021. "Understanding and predicting the dissemination of scientific papers on social media: a two-step simultaneous equation modeling–artificial neural network approach," Scientometrics, Springer;Akadémiai Kiadó, vol. 126(8), pages 7051-7085, August.
    3. Nguyen Phong Nguyen & Samuel Adomako, 2021. "Environmental proactivity, competitive strategy, and market performance: The mediating role of environmental reputation," Business Strategy and the Environment, Wiley Blackwell, vol. 30(4), pages 2008-2020, May.
    4. Atandile Ngubelanga & Rodney Duffett, 2021. "Modeling Mobile Commerce Applications’ Antecedents of Customer Satisfaction among Millennials: An Extended TAM Perspective," Sustainability, MDPI, vol. 13(11), pages 1-29, May.
    5. Letizia Lo Presti & Mario Testa & Vittoria Marino & Pierpaolo Singer, 2019. "Engagement in Healthcare Systems: Adopting Digital Tools for a Sustainable Approach," Sustainability, MDPI, vol. 11(1), pages 1-15, January.
    6. Lena Steinhoff & Denni Arli & Scott Weaven & Irina V. Kozlenkova, 2019. "Online relationship marketing," Journal of the Academy of Marketing Science, Springer, vol. 47(3), pages 369-393, May.
    7. Iraklis Varlamis & Dimitrios Michail & Foteini Glykou & Panagiotis Tsantilas, 2022. "A Survey on the Use of Graph Convolutional Networks for Combating Fake News," Future Internet, MDPI, vol. 14(3), pages 1-19, February.
    8. Hu, Jun & Wu, Huiying & Ying, Sammy Xiaoyan, 2022. "Environmental regulation, market forces, and corporate environmental responsibility: Evidence from the implementation of cleaner production standards in China," Journal of Business Research, Elsevier, vol. 150(C), pages 606-622.
    9. Farivar, Samira & Wang, Fang & Yuan, Yufei, 2021. "Opinion leadership vs. para-social relationship: Key factors in influencer marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    10. Moch Nur Syamsu & Gatot Sasongko & Roos Kities Andadari & Supramono Supramono, 2022. "The Relationship of Experience, Satisfaction, and Trust of Y Generation Tourist Instagram Social Media Users to Tourism Destination Loyalty in Yogyakarta," Technium Social Sciences Journal, Technium Science, vol. 33(1), pages 516-527, July.
    11. Singh, Pallavi & Bala, Hillol & Dey, Bidit Lal & Filieri, Raffaele, 2022. "Enforced remote working: The impact of digital platform-induced stress and remote working experience on technology exhaustion and subjective wellbeing," Journal of Business Research, Elsevier, vol. 151(C), pages 269-286.
    12. Soleman Imbiri & Raufdeen Rameezdeen & Nicholas Chileshe & Larissa Statsenko, 2023. "Stakeholder Perspectives on Supply Chain Risks: The Case of Indonesian Palm Oil Industry in West Papua," Sustainability, MDPI, vol. 15(12), pages 1-24, June.
    13. Hu, Jun & Fang, Qi & Wu, Huiying, 2023. "Environmental tax and highly polluting firms' green transformation: Evidence from green mergers and acquisitions," Energy Economics, Elsevier, vol. 127(PB).
    14. Dima Sawaftah & Ahmad Aljarah & Eva Lahuerta-Otero, 2021. "Power Brand Defense Up, My Friend! Stimulating Brand Defense through Digital Content Marketing," Sustainability, MDPI, vol. 13(18), pages 1-17, September.
    15. Mike Thelwall, 2021. "Measuring Societal Impacts Of Research With Altmetrics? Common Problems And Mistakes," Journal of Economic Surveys, Wiley Blackwell, vol. 35(5), pages 1302-1314, December.
    16. Jan Hruska & Petra Maresova, 2020. "Use of Social Media Platforms among Adults in the United States—Behavior on Social Media," Societies, MDPI, vol. 10(1), pages 1-14, March.
    17. repec:thr:techub:10033:y:2022:i:1:p:516-527 is not listed on IDEAS
    18. Wiesmeth, Hans, 2020. "Stakeholder engagement for environmental innovations," Journal of Business Research, Elsevier, vol. 119(C), pages 310-320.
    19. Eduardo Duque‐Grisales & Javier Aguilera‐Caracuel & Jaime Guerrero‐Villegas & Encarnación García‐Sánchez, 2020. "Can proactive environmental strategy improve Multilatinas' level of internationalization? The moderating role of board independence," Business Strategy and the Environment, Wiley Blackwell, vol. 29(1), pages 291-305, January.
    20. Linda D. Hollebeek & V. Kumar & Rajendra K. Srivastava & Moira K. Clark, 2023. "Moving the stakeholder journey forward," Journal of the Academy of Marketing Science, Springer, vol. 51(1), pages 23-49, January.
    21. Winston Jerónimo Silvestre & Ana Fonseca & Sandra Naomi Morioka, 2022. "Strategic sustainability integration: Merging management tools to support business model decisions," Business Strategy and the Environment, Wiley Blackwell, vol. 31(5), pages 2052-2067, July.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:jobman:v:29:y:2022:i:3:d:10.1057_s41262-021-00270-6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.