An Exploration to Brand Trust Through Microblogging Corporate Social Responsibility : A Sample of Three Business Users of Weibo

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  • Additional Information
    • Publication Information:
      National Chengchi University, 2015.
    • Publication Date:
      2015
    • Collection:
      LCC:Communication. Mass media
    • Abstract:
      In this article, the author tries to explore the effect of buiding brand trust through microblogging Corporate Social Responsibility. The author samples three business users of microblogging CSR from Weibo.cn, among which are: @dellcsr, @zlgoodlife, @ditan100. Then two corpuses are built by collecting: a) the texts blogged by the business users during six consecutive months in 2012; b) the texts blogged by other Weibo users as feedback to business users (comment, forward, mention@) during the same period. With assistance of corpus linguistic tool Concordance 3.3, the author conducting qualitative context analysis to both corpuses. The result shows that the more corporate microblogs offline CSR activities, the more brand trust online stakeholders (Weibo users) express. However, this online brand trust would most likely be harmed by followers’ unpleasant product experience.
    • File Description:
      electronic resource
    • ISSN:
      1016-1007
    • Relation:
      http://140.119.187.78/issueArticle.asp?P_No=196&CA_ID=1552; https://doaj.org/toc/1016-1007
    • Rights:
      Journal Licence: CC BY-NC-ND
    • Accession Number:
      edsdoj.6cddb21b4bc445e88c30803acfbb4bd9
  • Citations
    • ABNT:
      YU GU. An Exploration to Brand Trust Through Microblogging Corporate Social Responsibility : A Sample of Three Business Users of Weibo. Mass Communication Research, [s. l.], n. 1, p. 169, 2015. Disponível em: http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsdoj&AN=edsdoj.6cddb21b4bc445e88c30803acfbb4bd9&custid=s8280428. Acesso em: 15 dez. 2019.
    • AMA:
      Yu Gu. An Exploration to Brand Trust Through Microblogging Corporate Social Responsibility : A Sample of Three Business Users of Weibo. Mass Communication Research. 2015;(1):169. http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsdoj&AN=edsdoj.6cddb21b4bc445e88c30803acfbb4bd9&custid=s8280428. Accessed December 15, 2019.
    • APA:
      Yu Gu. (2015). An Exploration to Brand Trust Through Microblogging Corporate Social Responsibility : A Sample of Three Business Users of Weibo. Mass Communication Research, (1), 169. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsdoj&AN=edsdoj.6cddb21b4bc445e88c30803acfbb4bd9&custid=s8280428
    • Chicago/Turabian: Author-Date:
      Yu Gu. 2015. “An Exploration to Brand Trust Through Microblogging Corporate Social Responsibility : A Sample of Three Business Users of Weibo.” Mass Communication Research, no. 1: 169. http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsdoj&AN=edsdoj.6cddb21b4bc445e88c30803acfbb4bd9&custid=s8280428.
    • Harvard:
      Yu Gu (2015) ‘An Exploration to Brand Trust Through Microblogging Corporate Social Responsibility : A Sample of Three Business Users of Weibo’, Mass Communication Research, (1), p. 169. Available at: http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsdoj&AN=edsdoj.6cddb21b4bc445e88c30803acfbb4bd9&custid=s8280428 (Accessed: 15 December 2019).
    • Harvard: Australian:
      Yu Gu 2015, ‘An Exploration to Brand Trust Through Microblogging Corporate Social Responsibility : A Sample of Three Business Users of Weibo’, Mass Communication Research, no. 1, p. 169, viewed 15 December 2019, .
    • MLA:
      Yu Gu. “An Exploration to Brand Trust Through Microblogging Corporate Social Responsibility : A Sample of Three Business Users of Weibo.” Mass Communication Research, no. 1, 2015, p. 169. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsdoj&AN=edsdoj.6cddb21b4bc445e88c30803acfbb4bd9&custid=s8280428.
    • Chicago/Turabian: Humanities:
      Yu Gu. “An Exploration to Brand Trust Through Microblogging Corporate Social Responsibility : A Sample of Three Business Users of Weibo.” Mass Communication Research, no. 1 (2015): 169. http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsdoj&AN=edsdoj.6cddb21b4bc445e88c30803acfbb4bd9&custid=s8280428.
    • Vancouver/ICMJE:
      Yu Gu. An Exploration to Brand Trust Through Microblogging Corporate Social Responsibility : A Sample of Three Business Users of Weibo. Mass Communication Research [Internet]. 2015 [cited 2019 Dec 15];(1):169. Available from: http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsdoj&AN=edsdoj.6cddb21b4bc445e88c30803acfbb4bd9&custid=s8280428