Discursive Constructions of Corporate Identities by Chinese Banks on Sina Weibo

This book addresses the discursive construction of corporate identities in social media on the part of Chinese corporations, particularly highlighting how followers of corporate social media co-create corporate identities during firm-follower interactions. Toward this end, it pursues an integrated sociolinguistics approach combining e. g. thematic analysis, interactional analysis and in-depth interviews. Readers will also find extensive information on the brand-new dialogic framework of corporate identity formation. The book offers an insightful and revealing guide for both practitioners/trainers and teachers in corporate communication who are faced with the challenges of managing public relations and corporate images in the age of social media. It can also serve as a valuable case study for those readers who are fascinated by the Chinese economy and discourse analysis of the Chinese language.

Chapter 1 Introduction. - Chapter 2 Literature Review. - Chapter 3 Theoretical Framework and Research Methods. - Chapter 4 Heterogeneous Corporate Identities of Banks on Sina Weibo. - Chapter 5 Framing Who We Are: Impression Management Strategies of Corporate Identity Construction on the Sina Weibo. - Chapter 6 Followers' Co-Constructing Banks Corporate Identity on Weibo. - Chapter 7 Cross-Bank Variations in Corporate Identity Construction. - Chapter 8 Conclusion. - Bibliography. - Appendix.