Using YouTube for corporate communication: a comparison between Chinese and American companies
Sheng Yuan
Abstract:PurposeThe purpose of this study is to compare the communication practices of Chinese and US companies on YouTube and explores the effectiveness of different communication strategies at the topic level.Design/methodology/approachThe author selected 22 Chinese companies and 22 US firms and compared the content of their English language corporate YouTube channels through content analysis, sentiment analysis and cluster analysis.FindingsThe results revealed that the three communication strategies (information, re… Show more
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