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

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  • 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
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    References listed on IDEAS

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    1. 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.
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    4. 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.
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    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).
    2. Duygu Akdevelioglu & Selcan Kara & Victor Perotti, 2024. "The impact of consumer personality and social network position on brand community engagement," Journal of Brand Management, Palgrave Macmillan, vol. 31(3), pages 235-250, May.

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