![]() ![]() The brands also tend to use similar positive face strategies and relational rituals on both Twitter and Weibo. Instead of exhibiting a developmental divide, all three characteristic appeals of emotional branding (Pragmatist, Evangelist and Sensualist) co-exist across Twitter and Weibo. ![]() Findings suggest that there are more commonalities than differences in the thematic appeals used by the global brands across Twitter and Weibo. This chapter contributes to the ongoing debate of cultural influence and construction in the social media sphere by examining the discourse practices of sampled global brands in terms of emotional branding on Twitter and Weibo, the leading social networking sites in the US and China respectively.
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