The employment of anthropomorphism in promotion has witnessed a notable surge in recent
times, surpassing prevous levels in the hospitality and tourism sectors. This research …

Social media require a marketing rhetoric that embraces emerging language use and
shifting communication norms. Emojis have become quintessential elements of social media …

With the dominance of digital media, corporations increasingly attempt to engage their
strategic stakeholders, especially consumers, on digital media for the purposes of interactive …

The conversational human voice (CHV) is an extensively studied and adopted
communication style in online brand communication. However, in previous research the way …

Social value, content value, and brand equity in social media brand communities: A
comparison of Chinese and US consumers | Emerald Insight Books and journals Case …

Through qualitative and quantitative content analyses, this study examines China's largest e-
commerce company, Alibaba, and its successful management of a paracrisis on social …

Purpose The purpose of this paper is to explore how a visual perspective can be applied to
strategic communication research. First, the term visual communication will be examined …

Purpose To better understand executive communication on social media, the purpose of this
paper is to examine the pattern of messages posted by chief executive officers (CEOs) on …

Global corporations publicize on social networking sites (SNSs) to foster dialogic
communication with publics as a form of building relationships. Yet the link between the …

The age of social media requires multinational brands to master both global platforms where
various cultures coexist, and local platforms dominated by a specific culture. Guided by the …