This book addresses the discursive construction of corporate identities in social media on the part of Chinese corporations, particularly highlighting how followers of corporate social media co-create corporate identities during firm-follower interactions. Toward this end, it pursues an integrated sociolinguistics approach combining e.g. thematic analysis, interactional analysis and in-depth interviews. Readers will also find extensive information on the brand-new dialogic framework of corporate identity formation. The book offers an insightful and revealing guide for both practitioners/trainers and teachers in corporate communication who are faced with the challenges of managing public relations and corporate images in the age of social media. It can also serve as a valuable case study for those readers who are fascinated by the Chinese economy and discourse analysis of the Chinese language.

Introduces the newly established framework of corporate identity construction in social media Analyzes the selling cuteness communication style of Chinese SNS Compares the variations of corporate identities between state-owned and non-state-owned companies Discusses the impression management strategies used in micro-blogging Includes supplementary material: sn.pub/extras

Autorentext

Dr. Wei Feng is currently a lecturer at Department of English, School of Foreign Languages, Shanxi University, where she teaches subjects such as Intercultural Communication to postgraduate students and Introduction to Chinese Culture to undergraduates. Her research interests include social media, media discourse and discourse interaction.

Inhalt
Chapter 1 Introduction.- Chapter 2 Literature Review.- Chapter 3 Theoretical Framework and Research Methods.- Chapter 4 Heterogeneous Corporate Identities of Banks on Sina Weibo.- Chapter 5 Framing Who We Are: Impression Management Strategies of Corporate Identity Construction on the Sina Weibo.- Chapter 6 Followers' Co-Constructing Banks' Corporate Identity on Weibo.- Chapter 7 Cross-Bank Variations in Corporate Identity Construction.- Chapter 8 Conclusion.- Bibliography.- Appendix.