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Communicating with Customers on Soci...

Lee, YeonKyung.

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Communicating with Customers on Social Media in the United States and South Korea: An Analysis of Four Companies' Practices.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Communicating with Customers on Social Media in the United States and South Korea: An Analysis of Four Companies' Practices./
作者:	Lee, YeonKyung.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2017,
面頁冊數:	214 p.
附註:	Source: Masters Abstracts International, Volume: 57-04.
Contained By:	Masters Abstracts International57-04(E).
標題:	Technical communication. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10622721
ISBN:	9780355669268

Communicating with Customers on Social Media in the United States and South Korea: An Analysis of Four Companies' Practices.
Lee, YeonKyung.

Communicating with Customers on Social Media in the United States and South Korea: An Analysis of Four Companies' Practices. - Ann Arbor : ProQuest Dissertations & Theses, 2017 - 214 p.

Source: Masters Abstracts International, Volume: 57-04.

Thesis (M.S.)--Missouri University of Science and Technology, 2017.

In this study, I analyzed four companies' Facebook and Twitter posts to study the similarities and differences of American and Korean businesses' communication practices on social media. The study used a qualitative research method: each Facebook and Twitter post was assigned as a unit and coded. Southwest Airlines, General Electric, Asiana Airlines, and Samsung Electronics were selected, and a total of 402 Facebook posts and 465 Tweets from July 6 to September 5, 2016, were collected. Each post was coded by two coders under three coding categories: post-content, medium, and Aristotle's pisteis. After the data was coded, I analyzed each company's communication practices on Facebook and Twitter, including the mediums and rhetorical appeals they used. Based on the results, four major purposes of using Facebook and Twitter were derived: branding, authenticity, interactivity, and information dissemination and viral marketing. Results showed that the American companies focused more on interactivity, while the Korean companies focused more on information dissemination and viral marketing. Based on the results and analysis from the study, I suggest three possible strategies for companies in each country. In their communication with Korean customers, American companies might emphasize pathos rather than ethos, hold giveaway events, and use high-context communication patterns. In their communication with American customers, Korean companies might emphasize ethos rather than pathos, be more interactive by commenting or broadcasting live videos, and practice a simple and explicit form of communication.

ISBN: 9780355669268Subjects--Topical Terms:

3172863
Technical communication.

Communicating with Customers on Social Media in the United States and South Korea: An Analysis of Four Companies' Practices.
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