One Earth, One Humanity Versus the Virus: Examining the Global COVID-19 Social Partnership Communication Networks on Social Media

The COVID-19 pandemic has posed severe challenges that require collaborative efforts from multi-sector organizations. Guided by an institutional theory framework that considers how both organizational fields and national level contexts affect organizations' social partnership communication, the current study examines the COVID-19-related social partnership communication network on social media. The cross-national study using semantic network analysis and exponential random graph models (ERGMs) first maps the meaning of COVID-19 social partnership network, and then investigates the role of organizational fields and a country's political system, economic system, educational system, and cultural system on the formation of interorganizational communication ties surrounding the relief efforts of COVID-19. Results reveal the importance of the political system—such as the presence of populist government, economic disparity, and uncertainty avoidance cultural orientation in shaping the social media-based social partnership communication network. In addition, NGOs from multiple issue areas are actively engaged in the network, whereas corporations from manufacturing and financial industries are active players.

Relationship Cultivation via Social Media During the COVID-19 Pandemic: Evidence From China and the U.S

This study explored the relationship cultivation and social media strategies companies used to cultivate relationships with their publics in two culturally distinct markets of China and the U.S. during the COVID-19 pandemic. A quantitative content analysis of Weibo (n = 756) and Twitter (n = 645) posts from Fortune 500 companies in China (n = 30) and the U.S. (n = 30) respectively was conducted to examine the effects of their relational efforts on public engagement. Results showed that certain relationship cultivation strategies and use of social media functions effectively increased public engagement in both China and the U.S., although on different levels. Both Chinese and U.S. companies most frequently adopted the strategy of openness. While the openness strategy was most effective at raising engagement levels in the U.S., publics of Chinese companies became more engaged when companies used the access strategy. Also, publics of Chinese companies showed higher levels of engagement and more positive emotions toward companies' social media messages than their U.S. counterparts. The findings advance our understanding of organization-public relationships in a worldwide disaster setting, with insights informing the global public relations theory and practices.

One Earth, One Humanity Versus the Virus: Examining the Global COVID-19 Social Partnership Communication Networks on Social Media

The COVID-19 pandemic has posed severe challenges that require collaborative efforts from multi-sector organizations. Guided by an institutional theory framework that considers how both organizational fields and national level contexts affect organizations' social partnership communication, the current study examines the COVID-19-related social partnership communication network on social media. The cross-national study using semantic network analysis and exponential random graph models (ERGMs) first maps the meaning of COVID-19 social partnership network, and then investigates the role of organizational fields and a country's political system, economic system, educational system, and cultural system on the formation of interorganizational communication ties surrounding the relief efforts of COVID-19. Results reveal the importance of the political system—such as the presence of populist government, economic disparity, and uncertainty avoidance cultural orientation in shaping the social media-based social partnership communication network. In addition, NGOs from multiple issue areas are actively engaged in the network, whereas corporations from manufacturing and financial industries are active players.

Relationship Cultivation via Social Media During the COVID-19 Pandemic: Evidence From China and the U.S

This study explored the relationship cultivation and social media strategies companies used to cultivate relationships with their publics in two culturally distinct markets of China and the U.S. during the COVID-19 pandemic. A quantitative content analysis of Weibo (n = 756) and Twitter (n = 645) posts from Fortune 500 companies in China (n = 30) and the U.S. (n = 30) respectively was conducted to examine the effects of their relational efforts on public engagement. Results showed that certain relationship cultivation strategies and use of social media functions effectively increased public engagement in both China and the U.S., although on different levels. Both Chinese and U.S. companies most frequently adopted the strategy of openness. While the openness strategy was most effective at raising engagement levels in the U.S., publics of Chinese companies became more engaged when companies used the access strategy. Also, publics of Chinese companies showed higher levels of engagement and more positive emotions toward companies' social media messages than their U.S. counterparts. The findings advance our understanding of organization-public relationships in a worldwide disaster setting, with insights informing the global public relations theory and practices.

Moral foundations, ideological divide, and public engagement with u.S. Government agencies' covid-19 vaccine communication on social media

Guided by moral foundation theory, this study examined how moral framing interacted with local constituents' ideological leaning to affect public engagement outcomes of government agencies' COVID-19 vaccine communication on Facebook. We analyzed a dataset of over 5,000 U.S. government agencies' Facebook posts on COVID-19 vaccines in 2021 (N = 70,671), assessed their use of moral language using a newly developed computational method, and examined how political divide manifests itself at the collective level. Findings from both fixed and random effects models suggest that: 1) the use of moral language is positively associated with public engagement outcomes on government agencies' social media accounts;2) five types of moral foundations have distinct effects on three types of public engagement (affective, cognitive, and retransmission);3) moral foundations and local politics interact to affect public engagement, in that followers of government agencies in liberal states/counties prefer messages emphasizing the care/harm and fairness/cheating dimensions while those in conservative states/counties prefer the loyalty/betrayal dimension. The study demonstrates how a strategic employment of moral language can contribute to public engagement of government agencies' mass communication campaigns. (PsycInfo Database Record (c) 2022 APA, all rights reserved)

Relationship Cultivation via Social Media During the COVID-19 Pandemic: Evidence From China and the U.S

This study explored the relationship cultivation and social media strategies companies used to cultivate relationships with their publics in two culturally distinct markets of China and the U.S. during the COVID-19 pandemic. A quantitative content analysis of Weibo (n?=?756) and Twitter (n?=?645) posts from Fortune 500 companies in China (n?=?30) and the U.S. (n?=?30) respectively was conducted to examine the effects of their relational efforts on public engagement. Results showed that certain relationship cultivation strategies and use of social media functions effectively increased public engagement in both China and the U.S., although on different levels. Both Chinese and U.S. companies most frequently adopted the strategy of openness. While the openness strategy was most effective at raising engagement levels in the U.S., publics of Chinese companies became more engaged when companies used the access strategy. Also, publics of Chinese companies showed higher levels of engagement and more positive emotions toward companies? social media messages than their U.S. counterparts. The findings advance our understanding of organization-public relationships in a worldwide disaster setting, with insights informing the global public relations theory and practices.